2. INSPIRATES Adidas - FLY AWAY SHOW

3. > Event concept
>Pre-event & communication
– Generating awareness
– Involving stores
– Connecting offline to online
>Main event
– Involvement during the day
– Amazement at night
>Event mechanics
– Locations
– Timing
– Budgeting
– Key advantages
Adidas - FLY AWAY SHOWINSPIRATES

4. Adidas - FLY AWAY SHOWINSPIRATES

5. Adidas - FLY AWAY SHOWINSPIRATES
• Technology + Lightness = Flying!
– Extraordinary Flying Fashion
Show
– Personal Flying Experience
• 10 Cities
• Young People
• Unique experience

6. Adidas - FLY AWAY SHOWINSPIRATES

7. • What: Flash video projections on the facades of the
buildings
• Where: Streets and squares of the event city
• Why: To raise awareness
INSPIRATES Adidas - FLY AWAY SHOW

8. The “flying man” balloon:
• Tied to trees, poles in parks where
young people gather
• Purpose: to promote the “Fly away!”
show and to attract attention to the
flying experience
Adidas - FLY AWAY SHOWINSPIRATES
The “flying shoes” balloon:
• Tied to the hands of statues around the
city
• Purpose: to express the lightness of the
new shoes and to give a sneak-peak of
their look

9. • “Flying people” photo contest
– Get a VIP PASS and win a unique experience in the wind tunnel
INSPIRATES Adidas - FLY AWAY SHOW
VIP PASS
• Special designed shop window

10. • The flying pictures will be uploaded on the website
• People will be able to vote for them (Likes and Comments
available)
• The 50 people with the greater amount of likes will receive
the invitation card to try the tunnel
• The website will be connected to the Facebook page
• Before the event the website will be used as a countdown
for each city
Adidas - FLY AWAY SHOWINSPIRATES
Event microsite
www.adidasflyawayshow.it
Facebook page
www.facebook.com/
adidasflyawayshow

11. Adidas - FLY AWAY SHOWINSPIRATES

12. • Flying fashion show in the city center!
INSPIRATES Adidas - FLY AWAY SHOW
• Afternoon and evening activity
– Wind tunnel
– Concert stage
– Fly Away bar

13. INSPIRATES Adidas - FLY AWAY SHOW

14. • Warm-up:
– Music & video projections
– Host announcing the program
• Flying experience:
– Introduction: an acrobatic show by trained stunts
– Wind tunnel trials: 50 winners/location
• Memorabilia: video recording of trials given to participants
• Alternative activities in the stage section:
– Entertaining performances connected to the idea of lightness/flying
– Concerts by smaller local bands
Adidas - FLY AWAY SHOWINSPIRATES

15. INSPIRATES Adidas - FLY AWAY SHOW

16. • Harmony of movements, music, colors and lights (laser elements)
• Performed by trained stunts and models
• Flying fashion show in the wind tunnel based on three themes
– Lightness
– Technology
– Lightness meets Technology
• At the end of each theme: models walk along the catwalk to give a closer
look at the shoes
• After the show: party with DJs
INSPIRATES Adidas - FLY AWAY SHOW

17. Adidas - FLY AWAY SHOW
Lightness Technology
INSPIRATES
Lightness meets Technology

18. Adidas - FLY AWAY SHOWINSPIRATES

19. Key considerations:
• Average age
• Universities
• Big square
• Adidas Originals stores
• Financial stability
• Fashion trends
• Lifestyle
INSPIRATES Adidas - FLY AWAY SHOW

20. INSPIRATES
Cagliari, Bastione Saint Remy,
23 March 2013
Roma, Piazza del Popolo,
20 April 2013
Palermo, Piazza Politeama,
30 March 2013
Lecce, Piazza Duomo,
6 April 2013
Napoli, Piazza del Plebiscito,
13 April 2013
Beaches Nightlife
HistoryYoungsters
Cultural life
Adidas - FLY AWAY SHOW

21. Torino, Piazza Vittorio Veneto,
18 May 2013
INSPIRATES
Riccione, Piazzale Roma,
27 April 2013
Bologna, Piazza Maggiore,
4 May 2013
Verona, Piazza Bra,
11 May 2013
Milano, Piazza del Duomo,
25 May 2013
College city
Wealth
Liberty Fashion capital
Tourists’ spot
Adidas - FLY AWAY SHOW

22. February March April May
Saturday 23rd Fly away show in Cagliari
from Thursday (7th March) to Monday (11th March): photo shoots in stores
from Tuesday (12th March) to Wednesday (20th March): voting (photo contest)
from Thursday (28th Feb) to Saturday (2nd March): projections on buildings
Saturday night (2nd March): placement of balloons in parks & on statues (kick-off of the balloon project)
from Sunday (3rd March) to Wednesday (6th March): distribution of balloons throughout the city
30/03
6/04
13/04
20/04
27/04
4/05
11/05
18/05
25/05
Adidas - FLY AWAY SHOWINSPIRATES

23. Activity Amount (€) Description
billboards 200 000,00
projections 120 000,00 3.000,00/night x 40 days
balloons 50 000,00 1€ each x 50000
photo shooting 40 000,00 2000€/week + 2 weeks in 10 cities
invitations 60,00
website 5 000,00
promoters 1 600,00 8€/h x 5h x 40 days
tunnel rental for 3
months
93 000,00 since we need the tunnel for ca. 67 days, the
actual fee can even be lower
transportation & other
costs
50 000,00
Total 559 660,00
Adidas - FLY AWAY SHOWINSPIRATES
• Key consideration: the cost of the wind tunnel
‒ Based on price quotations from Aerodium it fits within our budget
• Our budget of €700.000 can be kept based on the estimations of the main
cost elements

24. INSPIRATES Adidas - FLY AWAY SHOW
Central squares, active participation Cool! attracts young people
3 months of visibility, 10 days of a special event, long-term memory
Event never done before

25. Elitsa Kamburova – elitsa_kamburova@yahoo.com
Irene Beretta – ireberettina@tiscali.it
Irina Ghiurova – irina.ghiurova@gmail.com
Xi Jin – echo.jin.xi@hmail.com
Zsanett Andresin – andresin_zsanett@yahoo.com
Zuzana Petrankova – zuzana.petrankova@gmail.com
Adidas - FLY AWAY SHOWINSPIRATES