Jaeger-LeCoultre
Adidas · Brand Activation Case Study
Adidas ADIZERO: four days of performance hospitality across London Marathon weekend
Across four days of the ADIZERO programme in central London we delivered branded performance drinks and nutrition for roughly 2,000 planned guest visits, running sustainable serviceware and logistics across several sites, including a disused tram tunnel.
Brand Activation Case Study — high-volume branded performance hospitality delivered in London for a sportswear client in 2025.
Adidas · London · 2025 · High-volume branded performance hospitality
Delivered by Pearl Lemon Experiences, the events division of Pearl Lemon Group.
- 4
- Event days
- ~2,000
- Guest visits planned
- 3
- Central London locations
Project snapshot
- Client
- Adidas
- Sector
- Sportswear
- Location
- London
- Format
- High-volume branded performance hospitality
- Venue type
- Multi-site: Trafalgar Square area, St Martin-in-the-Fields, Kingsway Tunnel
- Dates
- 24–27 April 2025, plus advance set-up
- Scale planned
- c. 1,983–2,000 guest visits
- Locations
- Charing Cross / Trafalgar Square area, St Martin-in-the-Fields, Kingsway Tunnel
- Scope
- Menu, branded sustainable serviceware, staff, kit, refrigeration, logistics, cleaning, waste
- Year
- 2025
Last reviewed 13 October 2026.
The brief
Adidas used London Marathon weekend 2025 to launch the Adizero Adios Pro Evo 2 with a multi-day 'For The Fast' programme. Runners, media and creators needed food and drink that suited people who were about to race or had just trained. It all had to look like Adidas and work across more than one location.
The constraints that shaped it
Runners eat differently
Performance drinks and nutrition had to suit people warming up for or recovering from running, with clear allergen information.
More than one site
The programme spanned the Charing Cross and Trafalgar Square area, St Martin-in-the-Fields and the Kingsway Tunnel, so kit, refrigeration, ice and stock had to move between locations.
A tunnel is not a kitchen
A disused tram tunnel has limited access, power and water. Everything was planned to be self-contained and cleared out completely.
How we delivered a high-volume branded performance hospitality in London
Menu and drink development
Performance-led drinks and nutrition developed for the brief, with allergens specified for the guest profile.
Branded sustainable serviceware
Packaging carried the ADIZERO branding while meeting the brand's sustainability expectations.
Multi-location logistics
Refrigeration, ice and stock were routed across the sites, with advance set-up before the four event days.
Cleaning and waste
Staff ran cleaning and waste separation throughout, so each site was handed back clean.
The ADIZERO programme
Adidas ran 'ADIZERO: For The Fast' over London Marathon weekend 2025 as the launch of the Adizero Adios Pro Evo 2. Its public event listing describes a programme of panel talks, shakeout runs, DJ sets, mobility sessions and an immersive running experience. Agency case studies describe Holborn's disused Kingsway Tram Tunnel turned into a 'Fast Track' where guests raced the finishing pace of Adidas athlete Peres Jepchirchir. Creative was credited to M+C Saatchi Sport & Entertainment. Our role was the food and drink.
Public sources (separate from our delivery figures)
What this proves for your brief
A global sportswear launch needs hospitality that matches the product story and moves between sites. This is a multi-location, multi-day sports brand activation with branded, sustainable service.
A Pearl Lemon Catering hospitality review
Worth every penny!
“Pearl Lemon Catering have exceeded my expectations! The staff are very friendly and attentive, they've managed to cater for all the needs of the guests. What I love most about them is their genuine eagerness to serve and make the guests happy. They are always smiling and is serving with enthusiasm. Thumbs up for Pearl Lemon Catering and thank you for making the party the best!”
A published review of Pearl Lemon Catering, a separate Pearl Lemon business — not a review of Pearl Lemon Experiences or this engagement. Read the supplier profiles on AddToEvent.
Planning an activation like this?
Send the brief, the dates and the venue. We come back with a staffing and delivery plan. Most activation programmes we take on start at around £25k and run to six figures for multi-site campaigns.
FAQ
Questions we get asked about this work
What do you serve at a running brand activation?
Performance-led drinks and light nutrition that suit people before and after running, with clear allergen labelling. Branded, sustainable packaging matters as much as the menu at a sportswear launch.
Can you cater an activation spread over several sites?
Yes. For Adidas we planned refrigeration, ice and stock across three central London locations over four days, with advance set-up before the programme opened.
How do we start a project with Pearl Lemon Experiences?
Book a call or use the direct lines on this page. We scope the brief, the venue constraints and the dates, then come back with a staffing and delivery plan. Short lead times are normal for us.
