Core Insights - Adidas is actively participating as the chief sports sponsor in the inaugural Shanghai Sports Festival, which aims to integrate sports into daily life and promote a healthy lifestyle among citizens [1][2][4] Group 1: Event Participation - The Shanghai Sports Festival features a variety of activities, including the "Dance Up!" college dance competition, which showcases the popularity of dance among the youth and encourages self-expression [2][3] - The event attracted dance teams from twelve prestigious universities, with the Password dance team from Communication University of China winning the title of "Adidas Annual College Dance Team" [2][3] Group 2: Brand Engagement - Adidas is leveraging its brand ambassador, Song Yuqi, to engage young people in the dance movement, promoting the Adidas Sportswear three-stripe dance series that caters to various dance-related needs [3] - The festival serves as a platform for Adidas to connect with Generation Z consumers, blending sports elements with street culture [3][4] Group 3: Community Involvement - The festival offers diverse, low-threshold sports activities for citizens, including yoga, BODYJAM, fencing, pickleball, and basketball, ensuring accessibility for all age groups and fitness levels [5] - Professional coaches lead the activities to ensure safety and expertise, with community recruitment for participation through a mini-program [5] Group 4: Strategic Goals - Adidas aims to enhance its localization strategy and activate public enthusiasm for sports and fitness through its involvement in the Shanghai Sports Festival [6] - The company is committed to its mission of "changing lives through sports" and plans to innovate continuously in the sports sector to support Shanghai's development as a globally influential sports city [6]