Adidas Ultra Boost X Gets an Unconventional Yet Star Studded Launch by Vibgyor

Marketing | March 26, 2018 | News

Adidas Vibgyor Brand Services

Adidas India recently launched one of its latest offerings, the ‘Ultra Boost X’ shoes claiming it to be one of the greatest running shoe specially designed for women. To execute the launch event, Adidas partnered with Vibgyor Brand Services to curate an unconventional yet a sportsy, star-studded launch event.

Vibgyor Brand Services chose the breathtaking location of the lush green and hilly Lavasa in Pune for the same. More than 50 popular personalities including TV stars, national athletes and bloggers were invited to be a part of the launch event.

In the pre-buzz phase, 30 photographers shot the top 10 most popular personalities like Anusha Dandekar, Ayesha Adlakha, Pooja Gor, Saiyami Kher, Abigail Pande, Ayesha Billimoria and Freishia with the UBX shoes as the highlight.

For the main event, a stunning Bell 412 Chopper flew them to the location, while rest of participants were transferred by cabs. The celebrities were checked in to the luxurious Fortune Select Hotel, where they were handed personalised room keys and DND hangers with Adidas branding.

A surprise seeding box was also presented to each participant, which included the new UBX shoes along with Adidas apparel. The lunch was followed by Group Relay Trail which included a one-kilometer run along the beautiful Ekaant trail. For the run, participants were divided into groups of 4, each headed by a top celebrity.

Post this, a yoga session was held in the hotel lawn for relaxation. At night, a Gala dinner was kicked off with a product session, followed by celebrities sharing their personal experience with the shoes. The setup for the dinner displayed top ten pictures from the pre-buzz activity.

For day two, a 5-kilometer hill run started at Lavasa International Convention Center, moving along the picturesque city of Lavasa. The participants passed through some of the most magnificent sights and iconic locations. Post the run, a mobility and conditioning session was held in the hotel lawn for rejuvenation and peace, after which the participants were transferred back to Mumbai.

Vibgyor Brand Services conceptualised and executed the entire event, right from the personalised invites, to the pre-buzz photoshoot, to the hill runs. The celebrity posts on social media platforms created a lot of buzz around the launch, and the unconventional promotion received a lot of media attention and PR.

More than 50 popular personalities including TV stars, national athletes and bloggers were invited to be a part of the launch event.

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