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AdiBoost: Feel the rush (Australia)

 

Posted on January 25, 2008
David Billion

 

Outside of stadiums, marathons are the only other running events that give footwear brands a true opportunity for visibility. Along these lines, Adidas launched a campaign in goal of reinforcing its brand identity/values. This was done via an original street marketing action at the 2007 Auckland marathon.

Strategically placed at the 17th kilometer of the race, the brand installed a giant fan to provide the 1100 passing participants with "propelling tailwinds".


This offline marketing action was launched by the website www.adirun.co.nz through which the brand’s clients can recieve professional advice to prepare themselves for such a run (nutrition and training tips).

All in all, it was a creative and successful campaign for the brand. It effectively communicates the message of "reaching for the impossible". They do so by showing that good humor and high performance can come together in the setting of a marathon.


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