The objective of the promotion was harmonizing the promotional appearance of the adidas outlet stores, creating a high level of recognition and generating a high level of traffic in the stores thus leading to higher profits.

The ERCO Leuchten GmbH holds the rights for the sport pictograms developed by Otl Aicher for the Olympic Games 1972 in Munich. The adidas outlet stores received the license to use those pictograms for promotions.

The special sale Sunday in July 2005 was for the Factory Outlet Herzogenaurach the best selling Sunday ever. The adidas outlet stores finally have a unique appearance and separate themselves from the adidas performance stores and adidas original stores.

Sport pictograms known all over the world were changed and are now with their special form a symbol for unlimited shopping in the adidas Outlet Stores. The world of sports and the world of outlet shopping were surprisingly linked together with this promotion. The added shopping bag is distributed to the costumers and consequently allocates the campaign beyond the outlet store itself.