I love this experiential piece from adidas France. With the insight that the younger audience hated running they needed a new way to create hype for the re launch of the Climacools – pure running shoes.
adidas wanted to give teens a reason to run so they launched this experiential campaign “Ready to run.” The concept begins with each teen that tries on a pair of Climacools anywhere in France, has their chance to be chosen to carry out a mission which involves racing across the city. The chosen teen gets kidnaped from within the store, taken into a van, given earphones and instructions before they are left to run their mission. They are filmed as they carry out their hour long operation. adidas involved key stars in the campaign such as athlete Teddy Riner’s (world judo champion) who gave the teens their instructions remotely. What a great way to create some hype around this running shoe! Nice work Sid Lee.