Brief
Two challenges
The launch of the Adidas Ultraboost 19 – an innovative running shoe – became the impetus to create a bold and interesting event – Adidas Runners The Night Mile – a race with a unique format that stands out from other sports events.
Solutions
The three pillars of actions
The night run across the illuminated Świętokrzyski Bridge, ending with a joint after-party, was aimed at the broad community of runners.
Runners had the opportunity to get to know adidas products in a dedicated zone at Sklep Biegacza, the campaign partner.
A running event like this has never happened before. Starter packs sold out in less than two weeks, and over 800 people took part in the event.
Everyone found something for themselves here. The opportunity to beat a personal best over a distance of one mile, as well as the chance to take their first steps at the start of a certified race.
For the needs of the event, we adapted the industrial space of Elektrownia Powiśle. Three stages were built, where DJs known among club music fans played. A music zone BOOST inspired by a new model of running shoes was created along the run route. Thus, we created an outdoor club dominated by energetic music and a unique atmosphere integrating the running community.
The created communication platform was to additionally encourage co-creation of the Adidas Runners Warsaw community, as well as participation in running training sessions held in Powiśle.
Results
The impressive effect
The event was created in the spirit of eco-friendly. The collected payments from the starting packages were allocated to support a foundation working for the sustainable development of the city and ecology. We took care of waste segregation and also reduced the use of plastic.
With this non-standard approach to promoting a new product – Ultraboost 19 shoes – we managed to create a completely new format of a running event at a distance rarely seen in Poland, taking into account the strategy, mission and values of the client’s brand.