Adidas kicks off two-month-long brand campaign

German sportswear brand Adidas on Friday rolled out experiential campaign Republic of Sports in Beijing, as it seeks to continue to drive the growth in China.

Seeing the growing enthusiasm for sports in China, Adidas will carry out the two-month sports event from Beijing to Guangzhou in Guangdong province, from Chengdu in Sichuan province to Shanghai.

The event, which will take place in a custom-made facility, will showcase the brand’s key categories of soccer, basketball, running, training and outdoor via a wide range of live events.

Themed “Creators in Progress”, the event will provide a timetable of activities for fans, including rock climbing, fitness classes, basketball matches as well as interactive experiences.

Adidas, which launched the Republic of Sports event in China in 2016, aims to roll its sports concept out to cover key cities across the country.

It is also part of Adidas ambitious plan to become the nation’s best sports brand by 2020.

Last month, the company reported better-than-expected first quarter net profits as the business grow rapidly in China and North America.

Adidas said its net income surged to 542 million euros ($628 million) in the first quarter, up by 17 percent year on year. The company claimed it saw especially powerful sales growth in greater China at 26 percent.