The Challenge:
Adidas Boost was truly groundbreaking technology.
The sole material absorbs and returns energy five times more effectively than EVA, which at the time was what 95% of running shoes were using. The challenge was driving awareness and trial for this technology at a time when Adidas was not a strong brand in running.

The Strategy:
We knew we had to make a big PR noise. We also knew that we had to find a way for runners to experience Boost without trying it on or just hearing about it from a sales rep.

The Idea:
Boost Your Run was the global campaign headline. Our idea was to define that for Latin America; to show them what Adidas Boost feels like.

The Execution:
We an energy harvesting walkway at the entrance to the Marathon expos. These walkways would harvest the energy from all 25k+ runners arriving to pick up their bib numbers. That energy was stored in batteries and then returned to the runners when they needed it most: in the last mile of the race. The batteries powered a digital Out of Home that personalized messages linked to each runner’s unique bib number.