Last night Area 3 in Braam hosted 20+ of the whose who in media, entertainment and anyone who is important in Joburg. The small private event was the opening of a new running experience in Joburg with the special help of the yellow traffic light Adidas Ultra Boost running shoes. The running shoe is the specially designed Adidas primeknit that wraps the foot in adaptive support and ultra-light comfort. The head of the running department in Cape Town Kate spoke so passionately about how Adidas running club isnt going to be about just running in Joburg then heading home afterwards. But Adidas plans of creating a certain lifestyle around the running culture. Where Area 3 would be the place you would go to after running and grab a drink and a bite to eat with your friends. Furthermore it would be the place you just want to hang out at regardless of running or not.
As the night went on led by Kate, we set out to hit the streets. She said in her strong voice " tonight energy takes over Joburg with ultraboost" . The run was full of picture moment pit stops. You thought Jozi looked so cool in the night with its normal street lights but what Adidas did with the show lights and different colour neon lights all around the route. When we got to Constitutional Hill, the stairs were lit up with luminous lights and the Adidas kit we were wearing was glowing in the dark.
Back at Area 3 it was a party.
The event was a success, the planning and the work around the whole opening and launch only had people saying good things about Adidas. They surely did change the minds of people who thought that Nike was the only brand that does the best of the best in sportswear.