Mongoose was challenged by Adidas to launch its 26rs brand, the first running hub for marathon runners in London. Offering runners locally based facilities including lockers, free expert coached runs, advice on kit and the opportunity to trial the new Adidas Boost, this was to be an Adidas first.
Our brief was to launch this bespoke Shoreditch space, and make sure the running community knew what it was, where it was and what it offered. We had to ensure the launch was personal and meaningful for the runners involved but at the same time generate mass talkability, enabling London to connect with the hub. We invited a key group of media and influencers, with a running and London focus and gave them a uniquely personalised experience. They had personalised lockers, kit bags, and t-shirts that rewarded them for their marathon running effects, a gold embroidered star for every finished line they’d crossed.
The decor of the hub included a beautiful written neon poem and an incredible artist’s impression of the London Marathon, creating a fantastic backdrop for Instabooth content creation. People naturally got snap happy.
Olympian Liz Yelling and her coach were on hand to offer expert advice and led the guests on a run along the river. It was a true celebration of London running. We pounded the pavements, shared stories and then stretched and toned to the banging tunes of Kiss FM DJs, snacking on adidas branded biscuits and healthy high-protein marathon munchies.
We filled the room with runners, securing the attendance of 12 key media including The Evening Standard, Kiss FM and Runner’s World, with the coverage to match. Within one hour we generated 262 tweets, using the hashtag #adidas26rs and a total reach of 1,124,962 and 4,084,410 impressions. A further 28 Instagram posts resulted in a peak of 125 Instagram likes.
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