adidas brings its product promise to life in Russia

adidas product promise in Russia

Joss Davidge, managing partner of brand experience agency BEcause, continues his weekly quest for great marketing ideas. This week he looks how adidas turned a product promise into a tangible live experience.
 
adidas has created several stunts around its new Boost Technology, something it has dubbed ‘a ground-breaking innovation’.

Trainers with foam insoles that claim to return more energy than any other cushioning for runners.

To communicate the product benefits to its audience adidas has turned to experiential; recently on the BEcause blog we looked another Boost activation at the Santiago de Chile Marathon, where participants walked over a platform to generate enough energy to power well-wishing digital signs on the marathon’s last mile.
 
adidas has pushed the ‘converting energy’ message again with a well-orchestrated stunt in Russia. The brand organised and sponsored four running events. Participants sporting Boost trainers could ‘collect’ energy by running with a tube that charged with kinetic energy while they ran.

At the end of each run these ‘cells’ were plugged in and collectively powered the lights of a disused stadium.  
 
The stadium was then used to host an evening of fitness themed fun for local residents. It is a nice live embodiment of a product promise, which generated lots of press coverage and connected adidas Boost firmly with the idea of converting and reusing energy.

adidas Charge the city with the energy of running from TBWA\MOSCOW on Vimeo.

We have seen an increase in engaging brand activity at mass participation events, with a recent report from Nielsen stating that trust in sponsorship has risen by 12% since 2007 teamed with the idea that people want to take part in something as a form of social currency on social networks, it’s easy to see why more brands are turning to creating exciting experiences as event sponsors. It makes sense for adidas to attach its marketing to live experiences and bring the Boost message to life in the process.

Read more from Joss Davidge.

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