“Morning warm-up” was a media event to generate buzz around the renovated adidas store on Vitosha Blvd. The store was transformed into a training hub where guests took part in an entertaining functional training session. The event spread the message “adidas equals sport.” The idea was to give the attendees a motivational start of the day and a great energy boost with professional trainers from Orange fitness, Michaela and Nikolay, who guided the journalists in performing an exciting functional training. The carefully selected guests received adidas T-shirts as gifts and enjoyed specially created Fit Meals which included collagen enriched water, smoothies & healthy snacks. The training event generated a number of online videos and articles, and created social media buzz as well.