Adidas at LES MILLS LIVE Riyadh

Imagination, a global experience design agency, collaborated with adidas to launch an immersive activation at LES MILLS LIVE Riyadh, an eagerly awaited fitness festival.

This marked the event's debut in the Middle East, taking place on November 30 at The Arena in Riyadh.

Attendees were treated to a vibrant range of activities celebrating both physical and mental well-being.

These included immersive workout sessions and exclusive activations by adidas, creating a dynamic atmosphere throughout the festival.

One standout feature of the event was the RAPIDMOVE ADV 2 activation, an interactive trial space by adidas.

Designed to showcase the shoe’s advanced agility and innovative technology, the activation incorporated a reactive light-up floor grid that tested participants' speed and stability.

Visitors also experienced a comprehensive adidas retail zone.

This area featured the Maker Lab, where shoppers could customize items, an Adiclub membership section offering unique perks, and dedicated merchandise spaces for Men and Women.

Demonstrating adidas and Les Mills’ dedication to empowering women and promoting inclusivity in fitness, the event included the Her Zone.

This women-only area provided a private space for training, relaxation lounges, and opportunities to connect in a supportive environment.

The festival featured world-class trainers from around the globe, leading signature Les Mills workouts.

These renowned fitness experts inspired participants across all fitness levels by combining motivation with advanced training techniques.

Abdullah Hamad AlOshaiwan, General Manager of Imagination, commented, “Collaborating with adidas for this landmark activation at LES MILLS LIVE Riyadh has been a remarkable experience.

The innovative approach and shared vision for creating extraordinary fitness and wellness experiences have been incredible.

We’re excited to build on this achievement and explore new opportunities to deliver impactful moments in the region.”

Through its strategic partnership with adidas, Imagination crafted an exceptional activation space, fostering deeper brand connections and leaving attendees with lasting memories.

This initiative underscores adidas’ dedication to innovation and wellness while introducing the excitement of LES MILLS LIVE to a fresh audience.

About Imagination

Imagination, The Original Experience Design Agency, has been inspiring and engaging audiences for over 50 years.

The agency specializes in Consulting, Destinations, Content, and Live Events, leveraging its collective creativity to tackle commercial, cultural, and creative challenges.

Imagination operates across 13 global studios and is driven by an independent spirit and a profound understanding of human-driven experiences.

It has been recognized as a Newsweek Most Loved Workplace® in 2023. Their clients include the KSA Ministry of Culture, NEOM, Saudi Tourism Authority, FIFA, Ford, and many more.

About adidas

adidas is a leading global designer and developer of athletic and lifestyle footwear, apparel, and accessories.

With the mission to be the world’s leading sports brand, adidas pushes the boundaries of innovation, creating high-performance products that make athletes stronger and faster while offering stylish lifestyle and high-fashion collections.

Source: lbbonline

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