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Helping Increase Sporting Participation in the Run Up to London 2012

As part of their commitment to increase sporting participation in the run up to the London 2012 Olympic and Paralympic Games, Olympic sponsor ‘adidas’ are in the process of installing adiZone’s across the UK.  An adiZone is a free to use multipurpose outdoor gym including a basketball, football, dance and climbing area and fixed gym equipment, open 24 hours a day, 7 days a week.  H+K Strategies launched  these adiZones across the country, working with regional media, local authorities and adidas athletes, generating  extensive coverage across regional media. A host of Team GB stars such as Philips Idowu, Louis Smith and Christine Ohuruogu  have helped encourage all ages of the country to become involved in this revolutionary initiative from adidas.
 
So far, research by Nielsen has shown the project has helped almost two-thirds (62%) of users to get more active in sport and exercise – with the number rising to almost three-quarters (73%) of users aged under 16.