Communities & Platforms
Client: adidas & LOCOG Project: adiStars & Project X
Disciplines & Responsibilities: Design, Art Direction & Creative Strategy
Agency: McCann Erickson
Created as part of the legacy program for London 2012, Project X - later to become adiStars - was a beta platform and website designed to engage youth in sporting activity across the UK with the help of adidas athletes.
In-depth insight and audience research helped create and develop the foundations of projectX. Sporting challenges and missions were created and athletes like Chris Hoy and Victoria Pendleton helped inspire users to get involved and take part in sport on their terms. Profile and group creation, social networking, content creation tools, video editing tools, sporting DNA analysis, competitions and personal athlete messaging were just some of the plug-ins created to stimulate and engage the projectX community.