Celebrities support epic 24-hour celebration of passion on May 14


On May 14, celebrities like Kim Chiu (top frame) and Matteo Guidicelli (bottom frame) will support the ALL24 event that is designed to showcase adidas' distinctive presence across different cultures and lifestyles. The clothing brand invites young individuals to join the activities at Eastwood City whether their passion is basketball, football, running, skateboarding, graffiti, dance or fashion.

Filipino celebrities will show their unity with other Asian countries for an epic 24-hour-long celebration of sports, street, and style.

Hot on the heels of the launch of its milestone global brand campaign titled "adidas is all in," adidas is sponsoring the local launch that will coincide with events taking place in six cities across the region including Thailand, Malaysia, Indonesia, Vietnam, Singapore. In the Philippines, ALL24 will be held at the Eastwood City, Libis on May 14, from 10pm to 10pm the next day.

To keep the energy flowing round the clock, popular DJs will be spinning their unique brand of hip-hop, house, and electro beats. Round the clock, top athletes, football stars, professional runners and skateboarders, graffiti artist groups, famous dance crews and celebrity dancers, and the movers and shakers of the fashion industry will be showcasing their love and support for the clothing brand.

Select Pinoy celebrities were chosen to represent various activities that the youth engage in. Kim Chiu speaks up about style, Matteo Guidicelli opens up about running, Maja Salvador shares her passion for dance, Daniel Matsunaga advocates football, while Ketchup Eusebio reveals his interest in skating. Mike Silungan of the UP Fighting Maroons stands for the popular game of basketball. Even graffiti has a spokesman in the person of Pilipinas Street Plan's Egg Fiasco.

As a fashionista, Kim is looking forward to seeing the innovative designs that will come from the participants of the style category. "Since ang hilig ko nga ng clothes and shoes, I am especially excited sa design competition. I support young and local designers...kung maganda ang style nila, sinusuot ko talaga ang design nila."

For her part, Maja says that her true love is actually dancing. "Love ko ang acting pero pag passion ang pinaguusapan, sa dancing ako lalo na sa hip-hop. Kasi pag hip-hop, iba ang feeling ko. Sobrang hataw talaga. Feeling ko pag nagda-dance ako ng ganun, mas may freedom at yung mga bagay na gusto kong gawin, mas nailalabas mo sa dancing.

Matteo reveals that his dad influenced him to take up running. "It's not just a passion. It's a lifestyle. I wake up in the early morning just to run, 3K or 5K, and then on weekends, I try to do a 10K run."

Titled ALL24, the 24-hour event celebrates the all-embracing passion for the love of the game. To go 'all-in' —as an athlete, an artist, and even as a supporter—ALL24 has been organized as a platform to encourage people to come and celebrate their passion in the grandest scale imaginable, whether it be sports, music, dance, fashion or art.


Sports categories

During the 24-hour event, individuals interested in basketball can participate in free-throw and 3-point shootouts, while groups of 3 can join the 3-on-3 competition, with the longest surviving team winning the top prize. For football, players can engage in the 5-on-5 competition-again, with the longest surviving team taking the top prize.

Runners, on the other hand, will get their adrenaline pumping for a one-of-a-kind relay race.

Street categories

Skateboarders of all skill levels are encouraged to come down and celebrate their love of the sport. For the contest, skateboarders will need to exhibit their best tricks and stunts in order to be number one.

In celebration of street style, graffiti artists are called on to register and create on-the-spot masterpieces in designated areas of the ALL24 event.

Dancers get the opportunity to show off their skills whether with their crew in the street dance challenge or on their own in the B-boy/B-girl battle.

Style category

Up-and-coming fashion designers are encouraged to participate in a fashion design competition to display their creativity around the theme of "Passion-The Things that Excite You the Most." Incorporating the iconic adidas 3-stripes, each piece should celebrate individuality, whether it's casual contemporary, street sleek or spory chic. The competition will be judged by a panel of well-known industry players and the top creations will make their way to the catwalk on the finale.

How to join

Interested participants can log on to www.adidasall24.com. Competitions are open to 14-25 year-old participants. A screening process will be conducted and a minimal joining fee of P240 is required per participant. Competition winners will take home prizes from the sponsor as well as cash. Participants and even supporters at the actual event automatically have a chance to win adidas products, limited edition ALL24 memorabilia, and other freebies.






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