adiRun

Background

The running shoe category is split into two very distinct camps, one focusing on the fashion territory, the other on the technical side of shoes. adidas had taken over sponsorship of the Auckland Marathon, and wanted to maximise this and to convince mainstream runners that they genuinely understood the emotional and physical commitment required to be a runner. To do this, the agencies identified two things that every runner needs: running gear and motivation. Now all they needed to do was package and sell motivation.