Generating Grand Opening excitement

adidas wanted to celebrate the Portland arrival of one of their key retail partners. Henry V helped turn the new store into a three-stripe-branded extravaganza.

The Challenge:
Sponsor a weekend Grand Opening for Dick’s Sporting Goods while building adidas brand loyalty.

The Solution:
Henry V created an “Opening Game Day Ticket” which gained shoppers access to in-store adidas discounts, drawings for their favorite line-up of adidas apparel — plus an entry form for a grand prize contest held at the store opening. We also:

  • Sent 60 Brand Ambassadors to distribute 20,000 tickets to local youth-oriented spots and consumers in high-traffic areas
  • Publicized the store opening via backlit signs throughout the store’s mall “home”
  • Planned several interactive activities for young and old alike

The Results:
During the event, plasmas displayed adidas messaging as guests participated in hosted, branded activities. Both Dick’s Sporting Goods and adidas were thrilled to see:

  • 550 guests playing baseball on 2 large-screen Nintendo Wii
  • over 600 guests filling out a “Starting Line-up Card” in hopes of winning their favorite adidas items
  • 350 attendees entering the “See MVP Ryan Howard in Philadelphia” Grand Prize contest

Dick's Sporting Goods was very pleased with the traffic drivers, the clever creativity and the energy adidas brought to the store. A definite success on several fronts.— Account Marketing Manager, adidas

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