Adidas, an official partner of the 2008 Beijing Olympics, and movie star Jet Li, the ambassador for wushu at the Games, recently united in an exciting initiative aimed at helping people nationwide share the Olympic passion.
Li and adidas have co-developed a fitness course called "Wu Ji" which will be promoted next year through a nationwide gym network. A new product line designed especially for "Wu Ji" also will come onto the market next year.
Paul Pi, adidas vice president of marketing for the Chinese mainland, Hong Kong and Taiwan, said the brand aimed at helping city dwellers to get fit and embrace the passion of sport through the cooperation with Li.
Li said "Wu Ji" presents a brand-new concept involving both body and mind.
"The course is designed to encourage city dwellers to participate in fitness, to find an inner peace and happiness, to get away from the hustle and bustle of the city and eventually achieve the balance of physical and mental well-being," he said.
Pi said adidas had a long-term commitment to the development and promotion of sports in China, while Li has always subscribed to the "live healthier, live better" adage.
Meanwhile the recently opened adidas Brand Center in Beijing became the first ever adidas store to carry both sport performance and sport style products including Y-3 and adidas Originals gear.
The largest adidas store in the world, the Brand Center covers a colossal 3,170 square meters of floor space inside the new Sanlitun Village Shopping Center.
It also features a range of innovative and exciting experience zones including miCoach core skills, the recently launched mi Originals, mi adidas, a juice bar, a dedicated "urban" area for pop-up exhibitions and events, a basketball court on the rooftop, a concierge desk and a kid's interactive zone where children can experience the enjoyment of playing sports.
(Shanghai Daily July 16, 2008)
