MOVE FOR THE PLANET
Designing five flagship launch events across Europe for adidas’ Move For The Planet campaign.
Strategy
content and Creative
Activation
impact programs
fan engagement
THE CHALLENGE
adidas is powered by a strong brand purpose: through sport, we have the power to change lives. As part of that core belief, they were looking to activate a global initiative to drive real-world impact for our planet.
Building on the success of Run For The Oceans, adidas evolved the initiative into Move For The Planet, expanding beyond running into a multi-sport, more inclusive platform. The campaign links all forms of movement tracked in the adidas Running app to contributions supporting organizations and non-profits driving change in local communities.
In partnership with Common Goal, Move For The Planet harnessed the collective activity of people around the world into a force for good. For every 10 minutes of active movement tracked during the campaign, adidas donated €1 toward sustainability projects.
Our team was asked to plan, design, and execute five flagship launch events to celebrate the first-ever Move For The Planet campaign in five key cities across Europe—Athens, Berlin, London, Barcelona, and Milan.
OUR SOLUTION
We developed European-wide event concepts for Move For The Planet, tailoring them to the five cities and their key adidas communities. These events provided participants with the opportunity to participate in fun, inclusive sports challenges while moving for the planet.
To ensure the events were sustainable, accessible, and inclusive throughout, we delivered Gender Equity and Sustainability Event guidelines to all local offices alongside bespoke toolkits and activation plans customized for each city’s market.
In an additional effort to bring together all aspects of adidas’ purpose, we integrated the adidas Breaking Barriers Project into the local events. By inviting local non-profit Project partners and Champions to participate, we were able to incorporate gender equity messaging into the existing sustainability narrative.
17 sport's role
Event strategy and concepting
01
Management of five in-person events
02
Delivery of bespoke event toolkits
03
SCAVENGER HUNT AND SPORTS FESTIVAL
Each Move For The Planet activation began with a city-wide scavenger hunt filled with inclusive challenges and sustainability education.
After signing up for the adidas Running app, participants solved clues to indicate each stop on the route. These clues followed a sustainability narrative, giving participants active and inactive challenges to complete before earning their next location. This was accomplished through QR code integration and in-app localized Move For The Planet groups.
At the end of the route, participants were greeted by a free sports festival at a local venue. This venue was full of engaging activities and opportunities, including:
Inclusive sports challenges and games in a tournament structure
Sustainability education through the lens of sports
Panels with local athletes and influencers
Partner booths showcasing their sustainability efforts
EVENT COMMUNICATIONS
We led the development of all creative elements for the in-person Move For The Planet activations, including comprehensive communications guidelines, content capture, asset creation and review, and wrap-up communications.
Our communications strategy covered a multi-channel invitation and outreach plan across the five major cities represented. Then, on the day of the activations, our team oversaw all production and managed content capture on the ground.
17 sport's role
Event and digital asset template creation
01
Production of event recap video
02
THE IMPACT
-
839
ATTENDEES
at the Move For The Planet sports festival.
-
+173
MILLION ACTIVE MINUTES TRACKED
on the adidas Running app.
-
10%
OF TOTAL ACTIVE MINUTES
in the adidas Running app were tracked during the five in-person activations.
