More than 92 million people have livestreamed events from adidas' Republic of Sports activation event, according to Danielle Long of THE DRUM. The event, which takes place in a "custom-built sports facility," showcases the brand’s "key categories" of football, basketball, running, training and outdoor through a program of live events. The Republic of Sports, which was first held in Shanghai in '16 and attracted more than 20,000 visitors, "has been expanded this year" to also include Beijing, Chengdu, Guangzhou, Hong Kong and Taipei. Adidas aims to "eventually roll the concept out across all of the brand’s key cities in China." The company said that 99% of registrations for the events came via digital platforms, with the campaign "helping to recruit 400,000 new members to the brand’s adiClub program." The event is part of adidas' "overarching strategy to promote sport in China and to become the country's best sports brand" by '20. This year, "the brand has focused on promoting creativity in sport," which it kicked off with the "One in a Billion" campaign earlier this year (THE DRUM, 8/8).
