Lollapalooza is one of the biggest music events in Brazil. However, the attraction is not only marked by its cultural impact on the city of São Paulo, but also its creative impact. During the 3 days of the festival, the brands take advantage of the presence of the public to set up their stands and bring innovations to the Interlagos Circuit.
This year, Lolla reached its tenth edition, and one of the biggest sponsors of the event was adidas. The brand had already been present in previous editions and was, once again, one of the biggest highlights among the public. The brand brought, in addition to its own stage with great artists, a more than special stand.
The adidas space at Lolla had several interactive attractions, from a beauty salon, where visitors were invited to make changes to their hairstyles and nails, to an area where adidas items for personal use could be personalized through several objects and paintings offered by the brand for customization. And of course, an instagrammable space could not be missing so that people passing by could post their experiences on their social networks.
To talk more about the brand’s objectives, the stand and the experiences created by adidas, behind the 10th edition of Lollapaloosa Brasil, Adnews conducted an exclusive interview with Pedro Portescheller, Senior Brand Communications Manager at adidas Brasil.
Check out the interview about the presence of adidas at Lolla, with Pedro Portescheller:
1- What are the main innovations that adidas brought to Lolla this year?
Pedro: The idea was to create a welcoming environment where people could enjoy and interact with the brand. We also created an exclusive space for members of the adidas adiClub, which is our benefits program in which those who take part earn points and can live experiences in here. In addition, we had freebies, such as an inflatable puff with air, nail stickers, experience with hair and make-up. There are several options for those who spend a long time at the stand, interacting with the brand, as well as for those who just want to come take a photo and continue enjoying the festival.
2- The festival celebrates 10 years in this edition. What were the main differences compared to other years?
Pedro: This is our third year. The more people who come here to interact with us, with our brand, at the most important cultural moment of the year, it is important to create a closer relationship with the public, so the idea was to try to welcome and attract even more people to our space.
3- What are the main results that adidas expects to have after this edition, thinking not about numbers, but also about people?
Pedro: We have two fronts, a physical one that is for those who are living the experience at Lolla, in which the objective is that they leave the stand with adidas on their heads, and on the other hand, there is the other front, which is the digital one. When we move to that digital side, we show everything that happened in the experience space. With that in mind, we created this combination of the physical and the digital, in order to be able to show our connection with everything that is fashion, culture and style.
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
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