Reebok Yoga Sensation 2015

JAD Events
  • Client Reebok
  • Date 05-10-2015
SOLUTION

As a venue for event, we’ve chosen a huge multifunctional o2 arena in Prague and build up there coulisses reassembling Prague skyline, to style the venue in urban feel. Participants experienced 10 lessons on a main stage with various yoga guides and styles with distinguished life music, light design, mood of space on a main stage or in one of the three smaller yoga workshop studios with extra program focused on a new trends in yoga. During the breaks everyone had a chance to show power of their mind and flexibility in Reebok Challenge – laser vault that gave up free pair of sneakers for anyone who made it to the end undetected. We made urban chill zones, filled literally with ton of water melons, grass, benches and ambient lightning and live gimmicks. All tied together with “tree of wishes” where guest posted their aspirations and positivity for better world. Analogue Polaroid photo corner was a huge hit, for the young crowd live Instagram wall did the trick and spread the event outside of the arena.

INNOVATION & EXECUTION

Most challenging part was matching the light and sound design for the whole day, not only for a few short shows that are usually produced. All accompanied by live orchestra music, with custom made piano just for the event. The laser vault made Yoga little more competitive and engaging, appealing to younger customer base willing to show their prowess. Instagramwall with live stream for hashtag #reeboksensation helped us reach outside the arena, yet the analog Polaroid photos were the biggest hit.

Besides the main yoga program show, we produced a huge opening act with more than 50 dancers and performers, acrobatics show, live singer performance and orchestra filling the blanks. The attractions and zones were placed spherically so when the crowd decided to get lunch, the traffic was neatly organized around the edges of arena. The preparation for the event took 3 months.

Project - Reebok Yoga Sensation 2015 (5)
Project - Reebok Yoga Sensation 2015 (3)
Project - Reebok Yoga Sensation 2015 (2)
Project - Reebok Yoga Sensation 2015 (1)
Project - Reebok Yoga Sensation 2015 (4)
RESULTS

With the new logo and delta symbol in 2013 came the repositioning of the Reebok brand. Second instance of Reebok Yoga Sensation was a mean to embed Reebok in consumer minds as a dedicated fitness company. Comparing to the first RYS in 2014, we nearly doubled the number of attendees, and Reebok presence and influence in Yoga is rising fast.

We almost doubled number of participants in “non-yoga market”, totalling 2400 participants. 40 renowned trainers, 50 musicians and artists got us coverage in 45 media, and the exit survey showed 98% satisfactory rate of participants, all without any major complaint.