8th November 2022 / 5 min read.
Fold7’s sister experiential agency, Hyperactive, has helped Adidas create an immersive experience to mark the opening of its new store at Battersea Power Station.
The hybrid concept (called ‘The Empower Station’) invited iconic Paralympian, Olympian and world champion athletes, as well as community influencers to share insights and tips in a series of participatory events, content and challenges. The concept created a legacy resource to empower the community through the power of sport.
The experience is inspired by the brand’s “Home of sport” platform and fuses the power of sport with local community groups. Attendees were encouraged to join fitness sessions, talks, classes and meet-and-greets with athletes. Gymnast Max Whitlock, bobsledder Jazmin Sawyers, rower Lauren Rowles, and triathletes Alistair and Jonny Brownlee were among the athletes attending the event.
From 14 to 16 October a variety of classes took place, including a “Power talk” and yoga class with Paralympic athlete Livvy Breen and boxer Richard Riakporhe. The store hosted further events spanning three weeks until 6 November following the opening weekend, which also included a resource guide, focusing “on the positive effects of exercise to encourage the next generation of fitness enthusiasts”.
Kathyrn Swarbrick, general manager and senior vice-president at Adidas North Europe, said: “We are excited to bring our latest concept, ‘Home of sport’, to the new Battersea Power Station store, where consumers can connect with our brand values, celebrate diversity, and unite in our passion for sport. This store will provide the local community with the ultimate fusion of fitness, initiatives, events, and premium products that will equip consumers with the tools to feel empowered through sport.”
Andrew Casher, founder of Hyperactive London, said: “We’ve designed the launch campaign as a way to connect the community with the ethos of the Adidas brand: that sport has the power to impact lives in a positive way, physically, emotionally and socially.”
Sam Cotton, head of leasing at Battersea Power Station Development Company (BPSDC), said: “Community will very much be at the heart of the celebrations taking place this Friday 14 October to mark the opening of the Grade II listed Battersea Power Station to the public for the first time ever and it’s great to see that this will be a key element in all of the exciting talks, classes and activities Adidas have planned to launch their new store here.”
Read more on the Hyperactive site: https://wearehyperactive.com/experiential-news/adidas-empower-station/