Adidas has followed up on its commitment to the London 2012 Olympic legacy by launching adistars, a programme dedicated to increase participation in sport in the run up to and beyond the Games.
Adidas ambassador and Liverpool captain Steven Gerrard launched the initiative in his home town.
adiStars is a unique digitally based sports challenge that taps into popular gaming culture and encourages the teenage (13-19 year old) audience to participate in sustained sporting activity to win rewards.
The site encourages young people to connect with each other through sporting missions ranging from testing your skills at basketball, football and tennis, to running, hockey and weight-lifting.
The participants can then go on to win prizes such as meeting David Beckham in LA or having Steven Gerrard take a football class at a school.
To drive the programme amongst young people, adidas has partnered with the Youth Sport Trust (YST) as a presenting partner of the Young Ambassador Programme.
Through the support of adidas, the YST will be able to create an additional 7,000 adiStars Ambassadors who will promote the adiStars programme and increase participation in schools.
adiStars is the second legacy project developed by adidas as part of their pledge to inspire and increase participation in sport and create a legacy from the London 2012 Games after the launch of adiZones.
adiZones are multi-sport outdoor venues that are free to use for the local community and there are now 36 adiZones around the country with 50 expected by the end of the year. [In Sport Industry Group 24-09-2010]
The participants can then go on to win prizes such as meeting David Beckham in LA or having Steven Gerrard take a football class at a school.
To drive the programme amongst young people, adidas has partnered with the Youth Sport Trust (YST) as a presenting partner of the Young Ambassador Programme.
Through the support of adidas, the YST will be able to create an additional 7,000 adiStars Ambassadors who will promote the adiStars programme and increase participation in schools.
adiStars is the second legacy project developed by adidas as part of their pledge to inspire and increase participation in sport and create a legacy from the London 2012 Games after the launch of adiZones.
adiZones are multi-sport outdoor venues that are free to use for the local community and there are now 36 adiZones around the country with 50 expected by the end of the year. [In Sport Industry Group 24-09-2010]
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