adidas Runners

We were tasked with developing the initial launch proposal and the ongoing activation of adidas' very own running club in London. Defining the theme and tone of voice for the club, scouting unique locations and planning routes, and creating all assets for social content and OOH.

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Inspired by 'rogue running', our ambition was to give our runners opportunities to unlock parts of the city usually off-limits.  To discover hidden gems and explore epic locations while enjoying a great workout. 

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Beyond the weekly runs, we integrated group gym sessions and track days, new product launches, athlete appearances and a few special hero events.

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With a few guest captains along the way... 

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And our custom-built rogue black cab support vehicle on hand for every session - providing bag storage, product trial opportunities, food and water for our runners. 

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Within a year, adidas Runners has grown to run 5 weekly sessions, covering all corners of the city. 

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