Project: adizero x END Campaign + Activation
Roles: Creative lead, Senior Designer, Producer
Client: adidas x END.
Task: To make the ADIZERO the key technical product on track and on street - following the recent cultural shift with running becoming the new fashion week.
Approach: Create a halo around the ADIZERO product family as the top performance running shoe that’ll weave itself into lifestyle desirability.
Concept: The Pursuit of Fast - We present the ADIZERO as the ultimate object of beauty, the holy grail in your pursuit of fast.
The campaign film perceived the latest ADIZERO product as the ultimate object of beauty. The narrative was a citywide chase with runners in pursuit of their fast in order to get their hands on the holy grail.
Our exclusive event kicked off with a citywide chase that tests not just how fast you can run, but how fast you can think. Runners were tasked to navigate iconic Manchester landmarks, using their city knowledge to find checkpoints.
At each checkpoint, they received a clue card revealing the next checkpoint. Completing all checkpoints successfully lead them to the entrance of END. store Manchester where the holy grail awaits for an exclusive product reveal.
The Pursuit of Fast event leant on the initial thinking behind the campaign. As we challenged a select group of Manchester runners in the ulimtate 'pursuit of fast' all for a chance to take home a pair of the adizero EVO SL.
The event started with a product trial of the ADIZERO range at the adidas test van, along with each participant receiving their race bib. It was then down to them to begin the race through the streets of Manchester.
We created an elevated bespoke finish line build that drew the eyes of passersby and made for that iconic moment when the first participant crossed the finish line into the END. store.
Post-race, runners were guided upstairs for the exclusive product reveal, with a short talk held by one of the adidas running coaches around the new ADIZERO range. Shortly followed by raffle giveaways and a final round-up of the evening.
Event lock up that uses a subtle keyline which outlines the challenges checkpoints across Manchester. Background teases the product which was part of the campaign shoot.
Short animation for social tease.