Adidas – Creating a running revolution with Ultraboost
On understanding the paradigm shift in running technology it was no surprise Adidas wanted an launch campaign like no other.
The goal was simple, to create a running revolution that grew from an underground movement and spilled onto the streets of our chosen launch city New York City.
Finding a derelict bank building on Wall Street anonymous from the outside but with an incredibly atmospheric industrial aesthetic within, we set about creating an immersive event where influencers would set social media alight with the earned coverage and stories that would come from their own experiences.
Our reveal was an exhilarating mix of immersive content and digital media to compliment a keynote address. The world’s best marathon runners took part in live tests against rival shoes. Live interviews with adidas sports stars took place alongside the chance to road test the shoes for themselves.
And there was only one place to collect the such an iconic shoe…. from the bank vault itself.
Earned and owned media alone contributed to adidas’ highest number of
e-commerce sign-ups and global stock sold out within 48 hours.
Project scope: Campaign concept / Art direction / Brand experience / Event production / Social media content / Event collateral design.