Web Fitness

Adidas has decided to put its money where its mouth is with new online training programs for fledgling athletes.
A combined magazine and Web initiative was crafted by Leagas Delaney, San Francisco, and broke earlier this month to promote the site. Ads in Sports Illustrated and Teen People announce the footwear company’s “Training for Sport” online program aimed at Web-savvy high school athletes. Readers are directed to the client’s new Web site, TrainingforSport.com, where they can find evaluation exercises and improvement drills, along with interviews with high-profile athletes and coaches.
One of the ads summarizes the concept: “Exploiting an opponent’s weakness begins with exploring your own.”
Each ad features a young athlete wearing Adidas products and shows sections of the Web site.
–Joan Voight