Home > IMA x Adidas: In-Store F1 Race Simulation

Bringing an F1-inspired experience to life at Adidas' Amsterdam store

We supported Adidas’ interactive Grand Prix car simulation experience, helping create an engaging connection between the brand and the world of Formula 1.

What We Did

Working with IMA, Elevate provided staff to support Adidas’ interactive Grand Prix car simulation experience in Amsterdam following the announcement of the brand’s multi-year partnership with Mercedes-AMG PETRONAS Formula 1 in early 2025. The activation invited guests to test their driving skills, beat the average lap time and earn Adidas store discount vouchers based on their performance.

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How We Did It

Our event staff were selected to bring the energy and excitement of motorsport to the activation, creating a competitive but welcoming atmosphere for participants. Fully briefed on the experience and its mechanics, the team confidently guided guests through the challenge while keeping the experience moving smoothly during busy periods.