Football shirt manufacturer, Adidas has said it will spend £1 million on five multi-sport outdoor venues in east London as part of its sponsorship of the London 2012 Olympic Games.
Adidas has now launched the first of five innovative multi-sport outdoor venues called adiZones at Wennington Green, Wennington Road, Tower Hamlets.
5 ‘'adiZones' are being constructed in each of the London host boroughs - Tower Hamlets, Greenwich, Hackney, Newham and Waltham Forest, which are free for local people to use. In addition the venues will be promoted in local communities, schools and sports clubs by a team of Adidas 'activators' to encourage the use of the facilities.
Urban lifestyle brand RWD will provide the online home for adiZones, aiming to generate awareness among its youth audience of 450,000 unique monthly users.
Gary Aspden, youth marketing consultant for Adidas, said, "All the partnerships Adidas has chosen to work with for this project are natural."
"We didn't just bring in a consultant to pick us out partners they might think are cool, we've had a relationship with both RWD and Kano since 2003, so doing a project like this with them was a natural progression."
RWD is also handling street promotions including a school and college tour, while other activity, including press, radio and on MySpace, will be rolled out over the next month.
Aspden added, "We wanted to stick our flag in the ground and make a bold statement about London 2012 and our support of getting kids actively doing sport."