adidas – Barricade Shoe Launch

With the success of David Beckham’s visit to Australia and adidas’s resulting coverage of this, ESP was appointed by adidas Global to facilitate the global launch of the new Barricade footwear model during the period leading up to the 2008 Australian Open.

I assisted in coordinating a major publicity stunt for the launch of the new Barricade footwear by helping to conceptualize and implement a three-quarter sized tennis court above one of the MCG scoreboards. Marcos Baghdatis, Ana Ivanovic, Alicia Molik and Australian Open Wildcard entrant Brydan Klein took part in a friendly game of tennis with media exclusives given to Channel 7 and News Limited Newspapers.

Results: The launch was a great success, with front page coverage in the Sunday Herald Sun (Melbourne), as well as articles in the Sunday Telegraph (Sydney) and Sunday Times (Perth).  Television coverage was on Channel 7 News and Today Tonight, with the launch also globally broadcast on CNN.




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