Get people to sign up to the ‘proud to be part of london 2012’ movement in-store and give them an exclusive oyster-like membership card. So, every time a member walks past an adidas store their image fills the shops windows showing their support for 2012 and adding them to a giant interactive poster. Members also get exclusive adidas offers and a prefilled, personalised, page on the site.

Sign up to the movement exceeded expectations by just over 60%, plus take-up of the special discounts on clothing for members meant that sales figures for the quarter during launch were given a very healthy boost.