So there we were on a day trip to the Isle of Wight ticking off one of Ollie’s five things we must do on holiday this year (cow, horse, tractor, boat, train – this one being boat) and as we walked along Sandown sea front, I saw this – an AdiZone. An outdoor, free sport/fitness facility brought to you by Adidas as part of their commitment to the London 2012 Olympics – it’s designed in the shape of the logo.
I think this is just great. Free to all but clearly targeted at kids, this is what a brand such as Adidas should be doing – facilitating the next generation of athletes by giving them spaces to undertake – and enjoy – a variety of sports (there’s a football net, basketball hoop, dance floor, tennis wall as well as gym equipment). Where our free space is constantly being eroded for either more housing or red tape officialdom of “no ball games”, this is a fantastic initiative. And thankfully it’s not McDonald’s branded, a partnership that always makes you feel uncomfortable.
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