Hybrid Hotel: Launching the Adizero Dropset Pro on the Global Stage
While fitness racing has been around for a number of years, it’s only recently that its visibility has boomed. It’s the fastest growing sport right now, moving from being a niche activity to a mainstream fitness event in next to no time.
Last year’s World Championship was the most viewed fitness event on social media platforms like TikTok. This year we have more than 150 adidas athletes competing in different categories from elite to pro. In fact, our athletes took podium positions in both the women's and men’s HYROX Elite 15 competition, with Alyssa McElheny, our recently signed partner, becoming world champion and Tim Wenisch taking bronze.
Our first significant venture into this category saw the unveiling of the Adizero Dropset Elite, a shoe developed for – and alongside – some of the sport’s leading athletes. To give an idea of the shoe’s prestige, Tim Wenisch secured victory in the HYROX Elite 15 Male Singles in December 2025 wearing the Dropset Elite. That’s pretty good for a first outing.
Fast forward to June 17 and we’ve just launched the Adizero Dropset Pro right at the start of the HYROX World Championships in Stockholm, Sweden. Doing this is a sign of intent – bringing the shoe into one of the sport's most competitive environments – a global stage for fitness racing.
While the Elite is built for the sharpest end of fitness racing, alongside Tim Wenisch, the Adizero Dropset Pro, tested with hybrid athletes like Graham Halliday and Fabian Eisenlauer, brings the same mindset to everyday hybrid training. Made for athletes at all levels, it delivers speed and strength for their training and competition preparation.
INTRODUCING THE HYBRID HOTEL
In tandem with our product launch at the World Championship, Hybrid Hotel was created as a service platform dedicated to athletes. Our aim was to recognize fitness racing as a sport in its own right, and to support athletes – many of whom are primarily amateur – by treating them like elite, professional competitors.
Our commitment is to connect a diverse community of athletes – from elite to pro – united by the energy, benefits, and limitless potential of hybrid training. In Stockholm, that ambition became reality for some of the fastest and fittest competitors in this rapidly growing scene.
We brought the Hybrid Hotel concept to life at maximum scale by hosting adidas athletes in downtown Stockholm. Rooms were rebranded, and the lobby was transformed into an innovation exhibition showcasing our products, with a special focus on the Adizero Dropset Pro. We also offered a customization and servicing area where athletes and non-residents alike can personalize their race outfits.
A key highlight was the rooftop gym, which was opened up for free training sessions throughout the championships. The rooftop – Stockholm Under the Stars – is one of the city’s most iconic summer hotspots, known for its parties and bars, but for just a few days only, it became undoubtedly the best gym in town.
CELEBRATING SPORT
Besides bringing the Hybrid Hotel to Stockholm, we also opened the House of Nations inspired by our Olympic activations where we celebrate every world champion. Access was made available to anyone with a wristband for the championships, meaning that we could connect with the broader community outside of our existing relationships, and each champion received a special gift from us.
And of course, it wouldn’t be right if we hadn’t given our guests the chance to test the Adizero Dropset Pro during hotel workouts, alongside a full program of activations.
HITTING THE MALL
We also extended our visibility across the city at the Mall of Scandinavia in Stockholm, in close proximity to the competition arena. Collaborating with Stadium, a leading Wholesale partner, we brought the ‘Go Full Hybrid’ category activation to life through a disruptive, end-to-end retail activation.
The collaboration includes a full window takeover and in-store experience, complemented by a high-energy 360° activation space directly in front of the store. Here, consumers were invited to test and experience the latest in performance innovation from adidas Training like the new Adizero Dropset Pro and warm-up for their race.
All in all, the weekend was a huge success – launching and celebrating the Adizero Dropset Pro right at the pinnacle of fitness racing’s international calendar. On top, we continue to build a powerful community of athletes to amplify our impact in hybrid training and fitness racing moving forward. No matter the level — pro, elite, or everyday — every athlete has a place within the adidas community.
A big thank you goes out to everyone who poured their hearts into this activation. It was brought to life through fantastic teamwork between Brand Comms and Sports Marketing, as well as our global and local teams.
