If you're anything like me, you see bad weather as an excuse to curl up in a blanket and binge watch the Golden Girls. Apparently, not all runners are like me. To attract these elite athletes, we didn't sell them a shoe. We sold them an attitude.
Weather is the number-one cause for flight delays and cancellations globally. So to launch the UltraBOOST ATR, we turned this obstacle into an opportunity with a weather-triggered runway race. Partnering with an airport, we'd block off a section of tarmac and make all pre-race preparations, providing everything from shoes to shower gear. When flights are inevitably delayed, we'd invite travelers to embrace the storm with the UltraBOOST ATR.
We created dynamic outdoor and online ads that adapt to reflect the weather in real time using The Weather Company media and YouTube's Vogon tool.
Using hydrophilic, or water-activated paint, we created triple-stripe running routes that only appear in the rain. To attract an initial wave of runners, we invited local running clubs to an impromptu run via social posts and push notifications through the Adidas Runtastic app. Snapcodes were also revealed in the rain, leading runners to hidden content and discounts.
