April 14, 2011, Singapore (Press Release) – Hot on the heels of the launch of its milestone global brand campaign entitled “adidas is all in”, adidas is kick-starting the registration for participants for its epic 24-hour celebration of sport, street and style as part of the next phase of the campaign launch.
Titled all24, the 24-hour event celebrates the all-embracing passion for the love of the game. To go “all-in” – as an athlete, an artiste or even a supporter, all24 has been organised as a platform to encourage people to come and celebrate their passion on the grandest scale imaginable, whether it may be sport, music, dance, fashion or art!
Taking place in six cities across the region including Thailand, Malaysia, Indonesia, Vietnam, Singapore and the Philippines, the event in Singapore will be held at popular youth hub *SCAPE on May 21, from 8pm to 8pm the next day.
Aimed at showcasing adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion; adidas is calling for participants to join in on the exciting activities in the areas of basketball, football, skateboarding, fashion and dance.
During the 24-hour event, basketball enthusiasts can participate in the 3-on-3 competition, with the longest surviving team winning top prize. For football, enthusiasts can engage in the 5-on-5 competition, again with the longest surviving team taking the top prize.
For skateboarders, adidas will be holding a competition where participants have to showcase their best tricks and stunts in order to be number one. However, skateboarders of all skill levels are encouraged to come down to celebrate their love of the sport by taking advantage of the special skateboarding set up for this event.
In celebration of street style, adidas has organised the “allgraffiti” activity, which will have established graffiti artists such as Zero, Antz, Killer Gerbil and MrB come together and showcase their works on a 15-meter wall that will be worked on throughout the event. Graffiti art enthusiasts are also encouraged to register to design their own works on blank A-frames that will be provided by adidas. The top two graffiti artists will be selected by a combination of votes from the established graffiti artists as well as the public and get a chance to collaborate with the above-mentioned graffiti artists in an Art Battle Show-Down to take place later during all24 event.
As part of the street style celebration, adidas will be calling out to the dance enthusiasts who will get the opportunity to show off their skills and even learn new moves from popular breakdance groups, present at the event to offer lessons. adidas recognises that dance is not just an individual endeavour, so interested participants can register individually or as a group.
all24 will also feature a design competition for budding designers to show off their talents. Featuring two iconic products, the adidas sneaker and the adidas Originals NYC Watch, designers can take the opportunity to pursue their passion and showcase their creativity and talent in designing one of the two.
In the sneaker design competition, participants will have 24 hours to design an adidas sneaker around a set theme ‘Passion – the thing that excites you most’, while incorporating the recognisable adidas 3 stripes. The competition will be judged by a panel of well-known industry players which include SBTG Mark Ong, Lazy Tony Tay as well as the Hypethetic duo. The top 20 finalists will have their designs displayed at the event finale where the top designs will eventually be selected based on a combination of votes by the panel of established sneaker designers and the public.
For the watch design competition, participants are required to submit sketches of their proposed watch design set around the same theme on passion. Entries will be judged by a panel of adidas and Fossil representatives, where the top 20 finalists will be shortlisted from the sketches and the selected finalists are to complete their shortlisted designs onto a canvas within 24 hours at the event. The winning entry will be produced for retail at select adidas stores and participating outlets, and the designer will be awarded a $500 adidas watch voucher and a $200 adidas voucher. All shortlisted finalists will also walk away with an adidas watch each.
As a backdrop to the exciting fusion of sports and urban genres, popular DJs such as KoFlow, DJ Shigeki and Paul T will be spinning their unique brand of hip-hop, house, and electro beats throughout the event to keep the party going.
Competition winners and participants to all24 can all expect to go home with limited edition all24 memorabilia – a specially designed all24 t-shirt customised to the category that they register for; as well as other exciting adidas prizes.
So are you ‘all-in’? For more detailed information about the different competitions, event lineup and most importantly, how to register, visit www.adidasall24.com.
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