adidas joins Fit India Freedom Race with global event

adidas virtual race

As part of the Fit India Movement launched by PM Modi, inspiring India to keep moving, adidas promoted its virtual race with the help of influencers.

Enabled by the adidas’ Runners Community, the 5K Virtual Race is an initiative by the sports gear manufacturer where people can participate from anywhere across the world. The brand hopes to bring together a wide community of runners, athletes and consumers to participate by registering for the race on their Running App.

Efforts by adidas are a part of the larger initiative, Fit India Movement, which was launched by Prime Minister Narendra Modi on National Sports Day 2019. Under the #FitIndiaFreedomRun, Union Minister of Youth Affairs and Sports Kiren Rijiju has extended his support to adidas’ 5K Virtual Race via his social media handles.

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Fit India meets Ready for Sport

Other prominent persons supporting #FitIndiaFreedomRun and the Fit India Movement include track sprinter Hima Das, boxers Nikhat Zareen & Simranjit Kaur and India Men’s Team Hockey Captain, Manpreet Singh. Some of them are also a part of the #ReadyForSport initiative by adidas.

Supported by influencers

To help runners prepare for their races, the brand had also put up training plans and advice-based content across digital channels, through their runners’ community and athletes. Four key influencers roped in for the campaign include Ankita Gaur, Reeti Sahai, Nivedita Samanta and Sayyure P Dalvi.

Hashtags being used to propel conversations around the topic are #Run4India, #FitIndiaFreedomRun, #FitIndia and #adidasrunners.

The Fit India Movement recently saw the participation of several government officials running and participating in sports activities to encourage people to keep moving. The significance of the campaign has grown multi-fold as physical activity was restricted to a great degree under the lockdown. As people are coming out under the various phases of the unlock, while adhering to the guidelines, the government is trying to keep the momentum going. Efforts by adidas were a small part of the larger initiative unfurling in the country.