In preparation for the New York City Marathon this weekend, Adidas gathered a team of social media-savvy athletes to race through New York promoting its Energy Running movement and the Energy Boost line. The 5K run, which tapped influencers—including running coach Robin Arzon, MC Barao and dancer Ally Love—took participants on a unique 3.1-mile route through the city after sunset.
"We took the trail-runner mentality to the streets, where nothing is an obstacle but part of the unexpected and welcomed journey," Ashley Czarnowski, senior manager, U.S. running brand communications for Adidas told Adweek.
The 5K kicked off at the Adidas Sport Performance store in SoHo, where runners suited up in the latest Adidas gear, including the brand's self-proclaimed "best running shoe ever," the Ultra Boost.
The first stop was the New Museum on Manhattan's Lower East Side, where the runners climbed seven flights of stairs to the museum's Skyroom for a view of the city skyline. Other pit stops included a cabaret-style club, running onstage with a Bruce Springsteen cover band performing "Born to Run" and dashing through an upscale Italian restaurant for a mocktail.
"Whether you're running the marathon, training to qualify next year or just getting into running, our mission was to craft an activation where runners could experience the city from a new and unique perspective," Czarnowski said. "Energy Running is all about creating your own path and drawing energy from your surroundings, so New York City is the perfect place for this experience."
Influencers selected for the event needed to embody the Adidas brand with their own persona and style, be creative on social media, and have a substantial following on Twitter, Facebook, Instagram and other platforms. Consumers could follow their favorite participants on social media throughout the 3.1 miles.
"Built-in social media moments throughout the course ensured consumers could watch participants' experiences in real time through a variety of artistic lenses, copy and creative," Czarnowski added.
— Emily Oberg (@EmilyeOberg) October 27, 2015
@adidasrunning gave us the opportunity to run thru the new museum, into the box to perform a punk version of born to run, take a drink break at an Italian restaurant, run against some amazing amateur record holding runners, and finally up on this lit rooftop overlooking the Brooklyn Bridge while new York new York plays in the background. Doesn't get much better then that. #energyrunning #boostnyc #boost #boostyourrun #primeknit