adidas x Refinery29
Running To Greatness
For the launch of the new adidas running trainer, UltraBOOST X, adidas were looking for a media partner to work with them over the space of the year with the objectives of aligning with their message of ‘Greater Every Run’, to cement their authority in the women’s running space and to increase awareness of the new UltraBOOST X trainer.
Our pitch drew on our insights that people run not just for the physical benefits, but the mental benefits it delivers. From our data, we also knew that the Refinery29 audience was increasingly prioritising mental wellness and mindfulness. Which, in 2017 was a different way to frame the importance of exercise and the key narrative in the hero aspects of the campaign.
We won the pitch over other leading media owners and delivered 3.6M social impressions and 36.2k visits to site.
Digital
For the video element of the campaign, we cast two women who turned to running to help them with emotional struggles and told their story in a powerful narrative, collaborating with director, Raine Allen-Miller. We also cast three women who were all working towards a different running challenge and heard their stories around the why and what they personally get from the training and the challenge. Lastly, we created a series of updatable evergreen features using the renowned Refinery29 illustration style.
IRL
Over the course of the year, we ran ten run clubs at adidas events venue in Shoreditch. Each run was hosted by a Refinery29 editor (and that editor did an IG takeover for the day) and post each run we curated ‘creative mash ups’ using the insight that exercise sparks greatness in all areas of her life, inclusive creativity. In this we worked with the likes of leading female printmaker Aida Wilde renowned for her provocative and empowering (and hilarious) where she taught the art of printing teamed with powerful messages.
Each run was a sell out and it created impactful UGC opportunities driving further awareness.
How Running Gave This Woman The Confidence To Own Her Vitiligo
How Running Got This Woman Through Her Panic Disorder
How Running Is About So Much More Than Fitness
From Reluctant To Competitive – Which Running Persona Are You?
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