Go all in is the global brand positioning line for adidas. It's a call to arms to the world to follow their passions. With the haze choking the Lion City, runners had nowhere to run as the Pollution Standards Index ran into the unhealthy zone. The Go all in(doors) campaign rewarded loyal Facebook fans with free one day gym passes so that they could train indoors safely. The number of passes given away was matched to the day's PSI level. adidas and True Fitness teamed up to help Singaporeans beat the #SGHaze and it was executed in just 24 hours.

The goal was to generate positive sentiment for the brand in Singapore and reward adidasSG Facebook fans. The campaign had no media support, all growth/interactions were organic. The viral reach of the initial post outperformed the average adidasSG post 5 fold. Post engagement rate outperformed sector benchmark x6.5. It achieved a virality of 2.6%. It generated over 200,000 SGD in media value with international publications The Independent, CNBC, The Wall Street Journal all reporting on it. In the words of the blogosphere "the only positive thing to have come out of the SGHaze".