Adidas targets sports enthusiasts with training app
Adidas has launched a new mobile app called miCoach, which will be supported by a global marketing campaign featuring World Cup winner David Villa, tennis pro Andy Murray and rugby legend Jonny Wilkinson.
The app is available from today (3 August) and "allows smartphone users to turn their phone into a personal coach with GPS pace-triggered voice coaching to colour-keyed pace zones, personalised and sports-specific training plans, workout calendar, navigator and workout feedback," according to the sportswear firm.
It is available to download free for iPhone and iPad, and will also be available at a later date through BlackBerry devices.
MiCoach syncs automatically with the website www.micoach.com, which offers specific training plans for a range of sports including running, football, tennis and basketball.
The app is one of the first stages in a renewed focus by Adidas to engage with consumers' lifestyles and offer activity-based advice and training.
Users can create personalised conditioning programmes online to tailor to their own fitness level and goals, and can even download the voices of their favourite sports stars to provide motivation as they train.
The campaign rolls-out globally from Friday (6 August) and includes TV, print, point of sale and PR, as well as digital and social media.
During the 60-second spot, athletes are captured using the miCoach app during pre-season training at a series of diverse sports settings, from packed commuter streets to derelict wastelands.
With Villa, Wilkinson and Murray appearing alongside NFL Super Bowl winner Reggie Bush, NBA All Star Derrick Rose, heptathlon world champion Jessica Ennis and Olympic gold medallist and cycling world champion Victoria Pendleton, the range of elite athletes featuring in the ad reflects the array of sports covered by the app.
Nick Craggs, marketing director for adidas UK, said: "This spot launches our latest technology to help sporting enthusiasts ‘Be Better’. MiCoach is coaching made simple, and we are pleased to launch the miCoach app to enable athletes of all ages and abilities to be the best they can be.
"People want apps that are useful and that can help improve their lives. The adidas miCoach app delivers on both fronts, putting it miles ahead of most branded apps. The fact that this is the first one that can be personalised, based on your athletic goals, makes it even more effective as a training tool."
The campaign was created by 180 Amsterdam through its digital arm Riot.
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