The adidas Energy Takeover Run
For the launch of the adidas Ultra Boost we worked with the adidas Running team on The Energy Takeover - a 10km urban run with a difference.
Collaborating with TBWA and Media Monks, we set out to activate the urban running community by turning their normal training routines on its head. Our brief was to challenge the runners and turn the city into a labyrinth where runners had to find their own way through a 10km route. From the route design through the streets of Lambeth to interactive content capture and tracking technologies, we had to bring the "boost" in the new adidas Energy Boost range to life.
Of the hundreds that applied, a selected group of 200 set about London with one of 3 coloured wristbands and charged smartphone with unique compass app to help them through the course. Each runner had to follow the wayfinding of their colour route with help that ranged from smartphone navigation to LED trucks and a busker! Specially designed checkpoints unlocked areas of the city runners wouldn't normally pass through--The Ship pub, Fire nightclub, The Oval Cricket Ground and a street tunnel captured content and had interactive installations. We incorporated RFID chips in the runners shirts to track their progress and deliver data to their personalised runners page.
Tapping in to the rise of social sports and running tribes around the world we concepted a run full of energy and unexpected challenges that was unique even for the seasoned runner. Following the Energy Takeover of London we consulted to international markets on the interaction design and technology solutions as the run went on to Barcelona, Stockholm, Berlin and Warsaw.
- Merge of physical and digital space
- Route design and course production
- Interaction design for all countries
- Consultation to five markets
- Registrations exceeded by 1600%
- Energy Boost range sold out in month 1
- Global reach of 65 million people