adidas
‘Race the Labyrinth’
Role: Executive Creative Director
‘The Energy Takeover’ global running event to launch adidas’ new Ultra Boost running shoe, changed everything people expect from a running event.
The race turned the real world into a labyrinth where runners were challenged to find their own unique route from start to finish.
The labyrinth was brought to life through an app. A runner’s smartphone tracked their every movement with geolocation
and communicated whether they had hit a wall or not.
Along the way, we literally unlocked the city by turning spaces usually hidden from runners into checkpoints.
The Case Study
To recruit runners for the race we created different posters for the streets and for social media.
Subtle hints were embedded in the environment to guide runners through the labyrinth.
Each runner received a customised medal with their personal route engraved on it.
Every runner was turned into a broadcaster with a specially designed RFID t-shirt. These triggered cameras at checkpoints automatically, and uploaded the content onto their social channels and energytakeover.com. Once the race was over, runners could log in to see the route they ran and relive the experience.
