Landscapes of London 2012: 'adiZones' and the production of (corporate) Olympic space

Francesca Weber-Newth

Contemporary Social Science, 2014, vol. 9, issue 2, 227-241

Abstract: This paper examines so-called 'adiZones' - small colourful outdoor gyms, built as a UK-wide initiative. adiZones represent the pairing of sport giant adidas with the London 2012 Olympics. Their location within some of the poorest neighbourhoods in London means that adiZones not only fit within the Government's promise of an inclusive, community-orientated Olympic 'legacy', but also the targets concerning the reduction of childhood obesity and youth crime. Drawing on ethnographic observations and interviews with users in three London adiZones, this paper explores the political, social and spatial implications of adiZones. Dovetailing empirical analysis with Henri Lefebvre and Emile Durkheim's theoretical accounts of space, the paper suggests that adiZones provide a case study for illustrating the aggressive corporatisation of public space. It argues that adiZones are a branding exercise, the corporate flavour of which is neutralised by the Olympic narrative. 'adiZones' were a way to build physical and social 'legacy' before legacy had even begun.

Date: 2014
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DOI: 10.1080/21582041.2013.838293

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