iris hits the gym with the adidas adipure 360

This latest campaign from iris for adidas brings to life the benefits of the first range of trainers engineered specifically for those who work out with the equipment and sessions offered in the gym environment.

Titled ‘Born for the gym’, the campaign targets active gym goers who hit the gym at least two to three times a week. To create awareness and encourage trial for the adidas adipure 360 with this group, iris created a unique, interactive experience through a series of on-ground activations in gyms and adidas stores across the region. The new trainer is designed to be lightweight, yet allow for an adequate amount of flexibility to give the wearer unrestricted movements and exceptional agility, ideal for the exercise routines at the gym.

“For the launch of adidas’ first trainer designed for the gym, iris was challenged to create an

experience that inspired consumers to try out the adipure 360 and we believe we’ve managed

to achieve that with the novel use of interactive displays and the gamification of the trial process. Through the ‘Born for the gym’ campaign, we aim to define this new category of trainers from adidas as the go-to brand for gym lovers,” said Craig Mapleston, Managing Director, iris Singapore.

Running until 27 October 2012, consumers will be able to try on the adipure 360 and assess the shoe at the interactive installations. They will also be rewarded with adidas prizes and vouchers when they identify accurately the five exercises the 3D on-screen character demonstrates within 60 seconds.

The ‘Born for the gym’ campaign will be activated across six countries in Southeast Asia;

Singapore, Indonesia, Malaysia, Thailand, Philippines and Vietnam.