Adidas has announced that it’s to roll out free virtual experiences across social and digital channels, "to support our community as they stay active, practice mindfulness, learn and seek entertainment”.
For the next three months, it's offering free premium access to its Adidas Training and Adidas Running apps globally. The apps are available in 15 different languages and loaded with specific workouts that can be done at home, as well as nutrition guides.
The company said that “lives may be at a standstill, but that doesn’t mean that we can’t keep moving [and] now more than ever, we have to be creative about how we're taking care of each other and ourselves”.
The offer will also include a ‘Fit From Home’ Challenge that anyone globally can join “to help achieve a collective goal of staying active, with already nearly half a million participants from 192 countries”.
And the company’s Adidas Runners community has also gone virtual, offering its weekly event schedules through live platforms, including sessions from its captains and coaches around the world on meditation, yoga, HIIT, and Q&As.
The company added that these are only its “first steps” and there are “more free resources to be shared” soon.
It's undeniably important for consumers to stay active in a situation in which around a quarter of the world’s population is in lockdown. But it's also hugely important for brands to be a big part of this and to ensure that awareness of them stays high. It’s also crucial that the feel-good factor around them is maximized during this unprecedented period and initiatives such as this really do fit the bill.