adidas - Imagination Brings adidas Experience to LES MILLS LIVE Riyadh for Middle East Debut

Riyadh, 3rd December 2024 - Global experience design company, Imagination, in collaboration with adidas, launched an immersive activation at the highly anticipated LES MILLS LIVE Riyadh. Making its first-ever appearance in the Middle East, this global fitness festival took place on November 30 at The Arena in Riyadh.

From immersive workout sessions to exclusive adidas activations, attendees enjoyed a dynamic lineup of activities designed to celebrate both physical and mental wellness.

A highlight of the event was the RAPIDMOVE ADV 2 activation, an interactive trialling space developed by adidas. Centred on the shoe’s agility and cutting-edge technology, the activation featured a reactive light-up floor grid where participants will challenge their speed and stability. 

Additionally, attendees immersed themselves in an extensive adidas retail experience that included the brand’s Maker Lab offering shoppers customized items, an Adiclub membership section presenting exclusive perks, and dedicated merchandising hubs for Men and Women. 

Underscoring adidas and Les Mills’ commitment to inclusivity and empowering women in fitness, the event had a Her Zone space, a hall reserved exclusively for women. This unique area offered private training sessions, relaxation lounges, and opportunities for connection in a supportive environment.

LES MILLS LIVE Riyadh brought together world-class trainers from across the globe to lead their signature workouts. These internationally renowned experts are poised to inspire fitness enthusiasts of all levels, blending motivation with cutting-edge training techniques.

Abdullah Hamad AlOshaiwan, General Manager, Imagination said: “It has been an absolute pleasure collaborating with adidas on this exciting activation at LES MILLS LIVE Riyadh, a milestone event for the Middle East. The innovative approach and shared vision for creating exceptional experiences in fitness and wellness have been truly inspiring. We look forward to building on this success and exploring more opportunities to partner on delivering impactful moments in the region.”

Through its strategic partnership with adidas, Imagination delivered a unique activation space that amplified brand engagement and created memorable experiences for attendees. This activation reinforces adidas’ commitment to innovation and wellness while bringing the excitement of LES MILLS LIVE to a new audience.

About Imagination

Imagination is The Original Experience Design Agency. Founded over 50 years ago, we apply the power of our collective imagination to creative, commercial, and cultural challenges, creating experiences that move people. We specialise in Consulting, Destinations, Content and Live Events. 

We have 13 studios worldwide, united by a deep understanding of what moves people on a human level, and a determinedly independent spirit. Imagination was officially certified as a Newsweek Most Loved Workplace® 2023.

Our clients include KSA Ministry of Culture, NEOM, Diriyah Company, Saudi Tourism Authority, MDLBEAST, Ford, FIFA, KDD, Majid Al Futtaim, Expo2020, Shell and many more.

For more information, please visit imagination.com or follow @imaginationglbl on social.

About adidas

adidas is a global designer and developer of athletic and lifestyle footwear, apparel, and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster, and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.