White Light is the Perfect Fit for adidas Events

The Marketing Store is a customer engagement agency who brings people and brands closely together. One of these brands is adidas and, over the past few months, the company has produced a range of exclusive events for the sportswear giant. Whether it’s immersive broadcasts of the UEFA Champions League final or football tournaments held in bespoke locations, The Marketing Store offers the most creative solutions possible to make such events achieve their potential. For all of their adidas events this year, the company has approached White Light to provide the complete technical support.

The Marketing Store works globally with some of the largest and most innovative brands in the world, with clients including Red Bull, Carlsberg and McDonalds. James Lamb, Senior Event Producer at The Marketing Store, comments: “We work very closely with all our clients to create something that achieves their vision and leaves a lasting impression. With adidas, the company is constantly hosting different events on a regular basis and each one requires a different approach. To help us ensure that we achieve our aims, we have been calling upon WL as we knew they could deliver what we required technically”.

These events include the Tango League Qualifiers at Shoreditch Power League. The Tango League is a street football league recruited through social media. It tapped into urban football communities and captains were placed at the centre of the story that unravelled across social media channels. WL supplied the technical support on the Tango League Qualifiers at Shoreditch Powerleague along with the semi-finals and final at Broadwater Farm.

Dominic Yates, WL’s Senior Accounts Manager, comments: “With the Tango League games, it was about working closely with The Marketing Store to help create an unforgettable atmosphere and transform it from just being any ordinary match. This included lighting the pitches, illuminating the architecture of the venues, as well as providing full audio coverage of the pitches and spectator areas. We wanted those watching both in person and online to feel the adrenaline of the game themselves”.

Alongside the Tango League, which reached more than 6.1 million users on social media, WL also supplied the technical solutions to the UEFA Champions League Hype Event at Shoreditch Power League. The company was also asked to provide the technical solutions for a screening of the UEFA Champions League final at the Motel Studios in Shoreditch.

Dominic adds: “Motel Studios are essentially a historic railway arch and The Marketing Store were very keen to transform this into something atmospheric for one of the biggest events in the footballing calendar. Using our state-of-the-art projectors, we were able to work with the building’s architecture and broadcast a live feed of the final. We also provided a surround sound system to make it feel as though all of those in attendance were actually at the game itself. At the same time, we were working on a similar broadcast event over in Cardiff, also for The Marketing Store”.

WL’s work with The Marketing Store is a further indication of how the company is able to provide the complete technical solutions on any project; regardless of scale or location.

James states: “Our main aim, on any project, is to ensure our client’s vision is fulfilled and that we achieve this in as creative a way as possible. Thanks to WL’s innovative and adaptable technology, we have been able to do this continuously for adidas”.

Photos courtesy of Dominic Yates.