Adidas: Adidas Pure Boost X

Credits & Description:

Brand: Adidas
Agency: Mcgarrybowen
Synopsis:
How do you launch Adidas’ first ever women’s running shoe… in the darkness of winter, when women simply aren’t running? Using ‘boost technology’, the shoe harnesses the ‘positive energy’ in every footstep: we demonstrated this with an event that collected the kinetic energy of every female runner who attended, and harnessed it to light up a welcoming night-time running track. Our invite to influencers communicated this theme. By touching two electrodes, the recipient completed the circuit, and lit up the words ‘I am Positive Energy’. They helped drive 10,000 event sign-ups, 374 organised runs, and 61,000 website visits.