Last week, I had the opportunity to be part of the ‘adidas Media Tech Days’ which were all in focus on the London 2012 Olympic and Paralympic Games.
With only 75 days left before the Games start, the adidas Communication Team invited over 50 journalists and bloggers from all around the world to a presentation to get to know our products, technologies and the people behind all these concepts. A lot of interviews with designers, product developers and even athletes took place and all products that will be worn at the Games were presented – everything in order to prepare journalists in the best possible way for their work during London 2012.
adidas is an outfitter for 25 out of 26 Olympic sports and will be delivering more than 1.5 million products for the Games. The work of more than three years of research, development and design is now ready to take the stage at the Olympic Games in London and has now been introduced to the media. My personal impression was that all these people from all over the world were really impressed by the spikes and swimsuits (that weigh less than a bar of chocolate), the sustainable factors of the training clothes and the gadgets for the stars etc.
Since I am from Argentina, one of the first things that caught my attention was the high number of journalists from Latin America and, of course, from my homeland. I was surprised to meet all these people in the middle of Bavaria. As Erich Stamminger (member of the Executive Board of the adidas Group and responsible for Global Brands) said, “Herzogenaurach is not the centre of the world. It is, however, the centre of the adidas brand.”
After this in-depth introduction to our involvement at the London 2012 Olympic Games, I am even more looking forward to seeing all the athletes performing their best. Watch out for all the forthcoming and exciting products and stories from adidas in the context of London 2012. I took some photos throughout the day. Please feel free to browse through them.