Urban Disciplines and The Future of Sport: adidas’ Strategy to Ride the “Revolution of the 2024 Olympics”

The brand with the three stripes takes a different path towards the Paris 2024 Olympic and Paralympic Games via an innovative, Paris-centric approach. AUDITOIRE is proud to have developed adidas Playmakers, a platform dedicated to urban disciplines, meant to shine a light on the youth of Greater Paris who practice sport in a non-traditional manner. This initiative reflects adidas’ conviction that sport is bigger than the disciplines we are used to seeing and hearing about every day.

A pillar in the sporting community, adidas positions itself as the bridge between all those who get active and practice their sport, whether they are Olympians, or kids dreaming up their own disciplines. 

AUDITOIRE inaugurated this program organizing 4 events and producing 5 brand content pieces in 2023.

June 3, 2023– Launch of #PLMKRS with Hip-Hop Newstyle

As part of the brand-new #PLMKRS program, adidas held a Newstyle battle at Lycée Turgot, aiming to propel young talents onto the dance scene. Over 400 dancers and fans gathered for a unique afternoon, featuring lively individual and group competitions.

June 17, 2023 – Bike Life at La Défense Esplanade

Hundreds of riders made their way through the streets of Paris and descended on the Esplanade de La Défense for the adidas Bike Life Contest. A young discipline hugely popular with GenZ, the Bike Life community gains riders every day both in France and abroad. Contestants were able to challenge each other in several disciplines like the Swerve, Wheelie Contest, Tricks Showcase and more to see who truly has the best skills and control over their bike.

October 21, 2023 – Streetball at Espace Clacquesin

Under the lights of the Espace Clacquesin, the Playmakers BBall Showcase came to life highlighting young Parisian talent in a 3×3 tournament competition format. Players and fans gathered for an exceptional afternoon, combining competition and cultural happenings such as a pop-up barbershop, a hip-hop performance, and crepes for all.

November 18, 2023 – Parkour at Studio Kremlin, Ivry-sur-Seine

It is only natural for Playmakers to include a french-born sport ! At the Studio Kremlin participants were able to practice Parkour no matter their level of expertise. Coaches from Parkour Paris were out in force to teach newcomers, while competitors and up-and-coming talents wow-ed spectators in a Speed Run competition. 

Street Football – Inspiring the New Generations

Street Football remains the most popular urban sport in Greater Paris. The practice inspires and encourages new generations to dream big and surpass their own limits. Thanks to a strategic partnership with the Impulstar Tournament, the discipline is an integral part of this program.

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