In 2010 A+A was one of three firms commissioned to develop concepts for the adidas brand pavilion in the Olympic Park at the 2012 London Olympics. Sport Reinvented was presented as a theme to demonstrate adidas’ commitment to understanding sports at all levels of play. Designed as an open stage, flanked by two enclosed pavilions, a wide array of athletes, coaches, trainers, artists, performers and technologists would be invited to collaborate in reinventing the future of sports.
On one side the pavilion celebrated the adidas Olympic tradition. On the other side, participants could be assessed through the Right for You experience. New product would be created in an on-site micro factory, equipping athletes for their newly invented sports.