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Introducing Adidas & SCKLM 2015 Partnership

Event: adidas Standard Chartered KL Marathon 2015 Licensed Merchandise Launch
Date: Thursday, 3rd Sept 2015
Venue: adidas Sports Performance Store @ The Gardens Shopping Centre

My UK Shoe Size
Upon registration, all of the guest media, bloggers & celebrities were given a brand new pair of adidas’s latest supernova glide boost (super long name for a shoe) which is part of the Fall/Winter 2015 Supernova Glide BOOST running shoes series, and adidas the ‘run’ Climalite top which features cotton yarns and synthetic fibres designed to allow sweat evapotation from the fabric surface to stay cool and dry under the hot Malaysian weather to keep you cool and comfortable for better performance. As David Wong (Senior Manager, Brand Activitation of adidas – another mouthful) remarked in his welcome speech, “I am confident that runners will enjoy the cooling benefits of the new running shirt designed for this marathon.”.

Do Not Clap Too Much
When SCKLM Race Director, Rainer Biemans was called-up to the front stage for his speech, there was a huge chorus of cheer emitting from the audience. Rainer enjoys massive support from the running community because through his company, Dirigo Events, he has elevated the standard of marathons in Malaysia directly through his meticulous efforts of staging Malaysia’s most prestigious and well-loved Standard Chartered KL Marathon over the past 6 years. Indirectly, Rainer’s dedicated team has also benefited Malaysia’s running scene by setting a high benchmark which other local organisers aspire to attain or try to emulate with certain degrees of success. However, the rousing cheer for Rainer is not only for his support and close understanding of the runners’s needs, but more importantly, he is a truly nice guy who is always humble and unassuming, and he is ever-willing to publicly give credit to his team for their hardwork. I guess, a true stature of a man can be judged not by what he has, but rather, what he is willing to forego inorder to help others. In short, to stage a collosal, high-profile event like SCKLM, the Boss can never let his ego get in the way of what needs to be done: Atleast, not during the 6 months, it takes to plan, prepare and execute KL’s top marathon.

Unexpected Catwalk
To be frank, I am not much of a merchandising-sort-of-guy because my wallet cannot keep-up with the non-stop streams of new and better products always on display in the shopping malls. I liken myself to a poor and hungry vagabond sitting outside a posh restaurant who is staring through the front window at a couple gleefully digging into plates of Michelin-Star juicy steaks, and the sight makes me drool involuntarily. Gross right? That’s precisely the same reason why I avoid Sports outlets unless absolutely necessary. On this particular occassion at the adidas Sports Performance Store, as I walked through the store entrance, I was not sure what to expect because in my mind, merchandising products can be quite cheesy and compromising: It’s as though, the merchandise licensor is saying, “I dare you to buy this absurd looking key-chain!”. Fortunately, my actual experience turned-out to be rather enjoyable. Why? Well, firstly, adidas and their hosting team genuinely made the guests feel very welcomed. Secondly, I met with so many friends and fellow runners there, and it was a good opportunity to catch-up with each other. Thirdly, I really liked how the newly-launched merchandise collection of shoe, running tee, cap & water bottle were paraded on a colourful makeshift catwalk by happy and young models. Indeed, the mixture of male & female models showing-off the gears brought a refreshing boost to the proceedings. Furthermore, after a closer inspection of the colours and designs of the newly unveiled merchandises , I realised that these items were not a way for the owners to get rid of slow-moving stock. On the contrary, adidas had brought their A-game, and they are presenting us with the best that they could offer. Their quick-dry, sporty black Tee with the word “RUN” emblazoned across the front will satisfy any runner’s taste for style and performance. As for the Supernova shoes, I will wait for another day to review them, once after, I have had a chance to test them out. Even better, I will share below some top tips on running shoes from SCKLM running guru, Mr. Mark Williams.

New Official Apparel Partner
They say, if you want to go fast, run alone, but if you want to run far, run with a buddy. Even then, I would add that it is better to run alone, then to run with a lousy partner if truth be told.

On paper, this newly unveiled partnership appears extremely synergistic and timely. The introduction of the prestigious brand adidas will inject a renewed sense of dynamism, style and functionality to SCKLM 2015, and as a result, the fans of SCKLM can expect greater bang for their dollar come race day on the 4th October 2015. How come? Well, adidas is a globally-recognised sports powerhouse who has legions of fans around the world, and I am sure that adidas presence will open a new market of new runners, who are loyal to adidas, for SCKLM. Additionally, adidas is a high-profile and highly marketable brand which will open more commercial opportunities for SCKLM. In return, by tying-up with SCKLM, the adidas company will have instant and direct access to the lucratice Running Market in Malaysia. On a commercial standpoint, both parties stand to gain significantly from this strategic partnership. What about the runners themselves and what is in it for them? Directly, the SCKLM fans can expect better quality official apparel and merchandise made available to them. Moreover, the SCKLM runners will also benefit from the expected adidas’s proactive marketing campaigns and promotional activities which is designed to create a splash and mark their arrival unto the 7-year old SCKLM stage. At the same time, I am sure adidas will offer more goodies to win-over the SCKLM fans. Of course, I may be wrong about adidas marketing plans, but in any case, I do expect adidas to make the most of this business opportunity in a way which only a profitable company with their stature, expertise and resource can successfully manage.
If the grand and extravagant partnership launching event is anything to go by, then it is safe to assume that adidas will go all-out, no expenses spared, to actively create a buzz and hype for SCKLM. The race organiser, Dirigo Events, seem equally excited to be working together with a dynamic Official Apparel partner who is continuously striving for excellence. So, I forsee the working relationship between adidas and SCKLM will strengthen and blossom overtime which can only mean good news for SCKLM & adidas fans.

The Running Guru
Mark Williams is well-known and respected elite runner and he is the head running coach for SCKLM. Mark’s duty includes leading all of the many running clinics which are organised months and weeks prior to race day in order to help the registered runners adequately prepare for their race. Just by attending the whole gamut of SCKLM well-organised running clinics which encompasses every key facet of running drills, the runners have gained back the money which they have paid for the race registsation fee. In other words, for a mere RM80 Full Marathon fee, runners are not only entitled to a beautiful KL route, a medal, a Finisher Tee, refreshments, race certificate, promotional vouchers, but there is no additional charge to attend all of the running clinics, provided that you can find an available slot.
On race day, Mark swaps his training shoes for racers, and participates in the half-marathon eversince he quit running Full Marathons 3 years ago. Why? Mark explained, “I could no longer commit to the necessarily long FM training schedule due to my work and family commitments.”. Incidentally, Mark’s SCKLM Personal Best for half-marathon is 1 hour 10 minutes in 2006. As a coach, Mark is like a walking Running Encylopedia, and he is very generous with his expert knowledge of running. So, I did take the oppurtunity to ask him about how he chooses his running shoes. Mark pointed-out, “I was using Nike shoes until 3 months ago, when I switched to adidas.”. I queried him, “What is the difference between Nike and adidas running shoes?”. Mark replied, “Nike is a more fashion conscious brand, whereby adidas is more geared to function and performance.” Listening to him talk passionately about the different shoes, I deduced that Mark is not concerned about the shoe brand at all, rather, he is more interested in a shoes ability to give him maximum speed with minimum padding. Mark shared, “You want to look for shoe brands like adidas who offers a wide range of models to accomodate the many different kinds of runners out there and their many different running forms.”. Then, Mark showed me examples of the adidas shoes on display which he would pick for racing a full, half, 10k and training purposes, and he explained the rationale behind his personal choices. Interestingly, Mark highlighted that it is important for runners to take into consideration their body type (thin, tall, short or fat), body weight, as well as running pace before deciding how much shoe padding support is necessary. Generally, elite runners who can run a full marathon below 3 hours 30 minutes will only need half the amout of shoe padding compared to the slower runners. As for training, Mark recommends a shoe which is abit more padding like adidas Super Nova Glide Boost because speed is not the absolute priority and runners should reduce impact and stress on their joints and ligaments to extend their running life.

##Official Press Release (in English)##
Kuala Lumpur, 3 September 2015 – adidas, the world’s top sports brand has recently became the Official Apparel partner for the Standard Chartered KL Marathon 2015 and will be seen supplying the authorised marathon racing top. In conjunction with this grand partnership, adidas launches its exclusive Standard Chartered KL Marathon licensed merchandise to celebrate this momentous collaboration. Tailored to suit for the upcoming marathon, the licensed merchandise range includes the Fall/Winter 2015 Supernova Glide BOOST running shoes series, the ‘run’ ClimaLite® top for men and women, a limited edition cap as well as a handy water bottle by adidas.

The Standard Chartered KL Marathon, a premium running marathon where runners eagerly prove their capabilities, has been held for six years consecutively. On the 18th of May 2015, adidas has signed a partnership agreement with Standard Chartered KL Marathon to be the Official Apparel partner for the marathon. With adidas’ aim to provide apparels that go beyond expectations, runners can benefit from its running gears built from quality materials which offer a boost in energy, great comfort and flexibility. Approaching the marathon day, first timers and hard-core runners alike have channelled their focus on training stamina and ultimately looking for the appropriate set of running apparels. Dedicating to achieve their goals, runners are keeping their head in the game to acquire the best record time in this upcoming marathon on 4th October 2015.

“Being the Official Apparel partner for this prestigious marathon, adidas has used its latest ClimaLite® apparel technology featuring cotton yarns and synthetic fibres. It is designed to allow sweat evaporation from the fabric surface to stay cool and dry under the hot Malaysian weather, hence comfort and extensive performance will not be compromised. “I am confident that runners will enjoy the cooling benefits of the new running shirt designed for this marathon,” said David Wong, Senior Manager, Brand Activation of adidas Malaysia. “Through this joint venture, we aim to deliver beneficial sports equipment to maximise running and training. We seek opportunities to help athletes of all levels to accomplish peak performance with every adidas product,” added Wong.
The licensed top is designed with adidas’ ClimaLite® technology that serves as a lightweight top for extensive performance, and a pair of Fall/Winter 2015 Supernova Glide BOOST running shoes series for added support and feet protection. During the event, adidas has also showcased an array of running apparels such as the revolutionary Fall/Winter 2015 Ultra BOOST running shoes, and the recently released Climachill apparels for runners to choose from as they prepare for the race.
“We are proud to celebrate this partnership with Standard Chartered KL Marathon by launching the exclusive SCKLM 2015 licensed merchandise and running kit,” continues Wong. “This grand partnership is a highlight of our commitment to present sportswear that extensively elevates athletes’ performance. We look forward to continuously move ahead by innovating and improving our sports products.”
The adidas Standard Chartered KL Marathon 2015 Licensed Merchandise will be available at any adidas Sports and Performance outlets nationwide. You are able to purchase the SCKLM 2015 licensed merchandise with the price as follows:

‘run’ ClimaLite® top, RM90
adidas cap, RM45
adidas water bottle, RM25

In addition, registered runners for SCKLM 2015 can now purchase a pair of the Fall/Winter 2015 Supernova Glide BOOST at a special price of RM299 (Normal price RM430, inclusive of GST) at any participating adidas Sports and Performance outlets. By presenting your proof of participation for the SCKLM 2015, you are able to enjoy a complimentary customised name-stitching service available from 3rd September to 15th November 2015 at The Marathon Shop outlets at Lot 10 Shopping Centre, Kuala Lumpur and Sunway Pyramid Shopping Mall, Bandar Sunway.

About adidas Malaysia

adidas was incorporated in Germany in 1949 by Adolf Dassler in Herzogenaurach, Germany – a name that stands for competence in all sectors of sports around the globe. The permanent passion for innovation, to give athletes the best products to support their ambitions, has turned adidas into a global powerhouse and market leader, making us one of the world’s most widely recognised brand symbols, the three stripes of adidas.
With the incorporation of adidas Malaysia in 1994, and over the years, the adidas brand continued to go through major product introductions, technological advancements and on enhanced brand positioning, making the three stripes brand a credible and premiere sports brand in the world.

About the Standard Chartered KL Marathon 2015

Back for the seventh year, the Standard Chartered KL Marathon is scheduled to take place on 4 October 2015. The marathon will open to 35,000 participants, ranging from elite athletes to first-time distance runners. A truly international event, the Standard Chartered KL Marathon boasts participants from all over Malaysia and over 48 countries. The Standard Chartered KL Marathon 2015 continues as Malaysia’s premier running event with top runners competing for a total of USD 125,000 prize money.

About the Event Owner and Organiser

The Standard Chartered KL Marathon is owned by Dirigo Events Sdn. Bhd, an award-winning event management company founded in 2011 by Rainer Biemans and Gloria Ng. The event has attracted not only Malaysian runners, but runners from 48 countries.

Standard Chartered KL Marathon was awarded the Platinum award in the Kuala Lumpur Mayor’s Tourism award in 2014 for attracting tourists to Kuala Lumpur. The award is a demonstration to Rainer Biemans’ and Gloria Ng’s combined experience of over 48 years in executing and creating world-class and impactful events for international clients around the world such as Europe, Brunei, India and Singapore.

##Official Press Release (in BM)##
Terajui Kelompok Depan Standard Chartered KL Marathon 2015
adidas Mengorak Langkahan Besarnya dengan pelancaran Barangan Rasmi Standard Chartered KL Marathon 2015

Kuala Lumpur, 3 September 2015 – Jenama sukan terulung dunia, adidas, telah diumum sebagai rakan Pakaian Rasmi bagi acara Standard Chartered KL Marathon 2015 yang menyaksikan syarikat ini diberi hak untuk membekalkan pakaian bagi perlumbaan maraton tersebut. Bersempena dengan usahasama ini, adidas telah melancarkan juga barangan rasmi eksklusif Standard Chartered KL Marathon bagi menyambut kerjasama bersejarah ini. Dikhususkan untuk perlumbaan akan datang ini, rangkaian barangan rasmi merangkumi siri kasut larian Supernova Glide BOOST musim Luruh/Sejuk 2015, baju ‘run’ ClimaLite® untuk lelaki dan wanita, topi edisi terhad serta air botol adidas.

Standard Chartered KL Marathon, selaku acara larian premium yang selama ini menjadi pentas buat pelari-pelari handalan mempamerkan kehebatan masing-masing, telah dilangsungkan untuk enam tahun berturut-turut sebelum ini. Pada 18 Mei 2015, adidas telah memeterai perjanjian kerjasama bersama Standard Chartered KL Marathon untuk menjadi rakan Pakaian Rasmi bagi acara berprestij berkenaan. Sejajar dengan matlamat adidas untuk menghasilkan pakaian sukan yang tiada tolok bandingan, pelari-pelari boleh memperoleh manfaat daripada pakaian larian yang diperbuat menggunakan bahan berkualiti untuk menawar keselesaan dan fleksibiliti, dan paling penting menjana tenaga. Menjelang hari perlumbaan, pelari berpengalaman mahupun pelari kali pertama masing-masing pastinya akan menumpukan kepada latihan meningkatkan stamina sebelum persiapan diakhiri dengan mendapatkan satu set pakaian larian yang bersesuaian. Demi mencapai matlamat masing-masing, pelari-pelari akan membuat persiapan yang serapi mungkin untuk memastikan mereka mencatat masa yang dihajati pada 4 Oktober 2015 nanti.
Selaku rakan Pakaian Rasmi bagi acara maraton berprestij ini, adidas telah menggunakan teknologi pakaian ClimaLite® terbaharunya yang menampilkan yarn kapas dan gentian sintetik. Ia direka bentuk sedemikian supaya peluh dapat disejat dengan cepat daripada permukaan fabrik. Maka ia akan memastikan pemakainya berasa nyaman dan kering pada setiap masa, sekalipun di bawah keadaan cuaca Malaysia yang panas dan lembap. Ini sekaligus menjamin keselesaan sepanjang masa untuk membolehkan pelari menumpukan sepenuh perhatian kepada prestasi lariannya. “Saya yakin bahawa semua pelari akan berasa selesa dan nyaman mengenakan baju larian yang direka khusus untuk maraton ini,” kata David Wong, Pengurus Kanan Jenama adidas Malaysia. “Melalui usahasama ini, matlamat kami adalah untuk membekalkan barangan sukan yang bermanfaat agar dapat membantu pelari-pelari mengerahkan kekuatan maksimum dalam larian dan latihan masing-masing. Kami sentiasa berusaha menolong atlet-atlet di kesemua peringkat demi mencapai kemuncak prestasi mereka dengan setiap produk adidas,” jelas Wong.

Baju rasmi kejohanan menampilkan teknologi ClimaLite® adidas yang berfabrik nipis dan ringan bagi penjanaan prestasi berlanjutan, dan tidak lengkaplah jika tanpa sepasang kasut larian Supernova Glide BOOST Luruh/Sejuk 2015 untuk sokongan tambahan dan perlindingan tapak kaki. Pada hari acara, adidas turut memperagakan barisan produk lariannya seperti kasut larian Ultra BOOST Luruh/Sejuk 2015, dan pakaian Climachill yang baru dilancarkan untuk dipilih pelari-pelari bagi persiapan menjelang perlumbaan.
“Kami berbangga untuk menyambut usahasama ini bersama Standard Chartered KL Marathon dengan melancarkan barangan rasmi eksklusif dan baju larian SCKLM 2015,” kata Wong. “Kerjasama signifikan ini membuktikan komitmen kami dalam penghasilan pakaian sukan yang mampu meningkatkan prestasi atlet. Kami sentiasa mencari jalan untuk maju ke depan dengan mengilhamkan inovasi baharu dan menambahbaik produk sukan kami.”

Barangan Rasmi Standard Chartered KL Marathon 2015 adidas akan dibuka untuk jualan di mana-mana kedai adidas Sports Performance di seluruh negara. Anda boleh membeli koleksi barangan rasmi SCKLM 2015 pada harga seperti berikut:

1. Baju ‘run’ ClimaLite®, RM90
2. Topi adidas, RM45
3. Botol air adidas, RM25

Tambahan lagi, pelari-pelari yang sudah mendaftar untuk SCKLM 2015 akan menikmati diskaun bagi pembelian sepasang kasut larian Supernova Glide BOOST Luruh/Sejuk 2015 pada harga potongan RM299 (harga asal RM430, termasuk GST) di kedai-kedai adidas Sports Performance terpilih. Dengan menunjukkan bukti penyertaan SCKLM 2015, anda juga berkesempatan untuk menikmati perkhidmatan jahitan nama khusus secara percuma bermula dari 3 September hingga 15 November 2015 di outlet The Marathon Shop di Pusat Membeli Belah Lot 10, Kuala Lumpur dan Sunway Pyramid, Bandar Sunway.

Sertai pergerakan larian Tenaga adidas dengan menyertai:
WEBPAGE
adidas.com.my/ultraboost
FACEBOOK
facebook.com/adidasMY; facebook.com/adidasRunning
TWITTER
twitter.com/adidasMY; twitter.com/adidasrunning
INSTAGRAM
instagram.com/adidasrunning
HASHTAG
#ultraBOOST #boostyourrun #adidasMY

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Mengenai adidas Malaysia
adidas diperbadankan di Herzogenaurach, Jerman oleh Adolf Dassler pada 1949 – dan sejak itu terus menjadi jenama yang diperakui kewibawaannya dalam semua sektor sukan di seluruh dunia. Keghairahan yang berkekalan terhadap inovasi serta niat untuk memberikan atlet-atlet produk terbaik demi menyokong cita-cita mereka telah menjadikan adidas sebuah syarikat gergasi global dan peneraju pasaran sehinggakan bergelar selaku antara simbol jenama paling mudah dicam melalui tiga jalur ikoniknya.

Pemerbadanan adidas Malaysia pada 1994 pula menyaksikan pengaruh jenama tiga jalur itu terus diperluaskan di negara ini melalui pengenalan produk utama dan kemajuan teknologinya, dan lama-kelamaan mencapai kedudukan yang kukuh di sini.

Mengenai Standard Chartered KL Marathon 2015
Dianjurkan untuk tahun ketujuh, Standard Chartered KL Marathon dijadual berlangsung pada 4 Oktober 2015. Acara tersebut telah menarik sebanyak 35,000 penyertaan, terdiri daripada golongan pelari elit sehinggalah ke mereka yang mengambil bahagian dalam acara jarak jauh buat kali pertama. Standard Chartered KL Marathon sememangnya sebuah acara yang bertaraf dunia kerana ia turut menampilkan peserta-peserta daripada 48 negara yang lain selain Malaysia. Standard Chartered KL Marathon 2015 akan terus menjadi acara larian premier Malaysia dengan habuan tunai lumayan keseluruhan berjumlah AS$125,000 menanti pemenang-pemenangnya. Untuk maklumat lanjut mengenai Standard Chartered Kuala Lumpur Marathon, sila rujuk kepada: http://www.kl-marathon.com/ dan http://www.facebook.com/SCKLmarathon.

Mengenai Penganjur dan Pemilik Acara
The Standard Chartered KL Marathon adalah hak milik Dirigo Events Sdn. Bhd, yang merupakan pengurusan acara terkemuka yang diasaskan pada 2011 oleh Rainer Biemans dan Gloria Ng. Acara larian tersebut telahpun menghimpunkan bukan sahaja pelari-pelarin tempatan, malahan atlet-atlet asing yang datangnya dari 48 negara berlainan.

Standard Chartered KL Marathon telah diumum selaku pemenang Platinum bagi anugerah Pelancongan Datuk Bandar Kuala Lumpur 2014 di atas jasanya yang berjaya menarik kemasukan pelancong ke ibu negara. Anugerah tersebut juga menjadi bukti kebolehan gandingan Rainer Biemans dan Gloria Ng, yang memiliki gabungan pengalaman lebih 48 tahun, dalam melaksanakan acara bertaraf dunia dan berimpak untuk klien-klien antarabangsa mereka di seluruh dunia termasuk Eropah, Brunei, India dan Singapura. Bagi maklumat lanjut berhubung Dirigo Events, sila hubungi talian +603 7887 1717 atau emelkan dirigo@dirigo.com.my.

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About The Author
Gus Ghani is an internationally certified Fitness Coach & a columnist for Cycling Evolution Magazine who loves to take-part in Endurance Sports. Gus is also the ambassador of ElliptiGO bicycles, 2XU Compression Wear, Newton & Innov-8 Running Shoes.
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