Intellitix Powers Exclusive Adidas Olympic Parties

Adidas Underground

Intellitix has powered the most exclusive private parties of the London 2012 Games. Produced by official sportswear provider adidas in collaboration with Sparklestreet, the events welcomed celebrities, VIPs, competition winners and Olympic medalists to pop-up venue “adidas Underground” in East London. Twelve unique evenings curated by collaborator partners included the first London performance by the Stone Roses in 15 years.

Watch the video of the RFID deployment below.


Using Intellitix technology and ID&C RFID wristbands, an online audience of 2 million was generated when ticket holders linked their bands with Facebook to check in and post photos using custom-built units within the venue. The suite of RFID technology deployed also included a secure access control system and a ‘cashless’ bar with guests’ RFID wristbands and cards preloaded with drinks tokens.

Intellitix co founder Serge Grimaux said: “adidas Underground was the most fully integrated use of RFID ever witnessed in the UK. London 2012 was all about breaking new boundaries and everyone at Intellitix is proud to have achieved that for adidas on what was undoubtedly the hottest ticket in town.”

Alongside the Stone Roses performance, the 12 nights also featured an immersive screening of The Chemical Brothers’ movie ‘Don’t Think’, live performances from Factory Floor and Wretch 32 as well as collaborations with magazines Green Soccer Journal, Volt and RWD, cycle maniacs Rollapaluza and modern art movers Moniker Projects. The closing party was “running things” – a celebration of UK street style from Crooked Tongues.

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