adidas Running /// Pro Evo 1 👟
adidas Running /// Pro Evo 1 👟
Masterminding a record-breaking shoe launch for the lightest racewear adidas have ever made.
The world's lightest running shoe, with the world's longest name. The 'adidas adizero adios Pro Evo 1'.
Weighting in at At 138 grams, this shoe is the blueprint for the future of running, at its lightest. But an impossible shoe, needed an impossible campaign...
So we brought the production functionality to life, taking the weightless technical innovation of the Pro Evo 1 and making it the red thread of our campaign. Blurring the lines of reality and hyper-reality.
Our social content powered our impossible story from tease to launch. From teasing the shoe with an animated murmuration sighting, to creating fake unboxing videos.
And then the impossible happened...
At the Berlin marathon, Tigist Assefa made history in the adidas Pro Evo 1’s and broke the Womens marathon world record by a whole two minutes. A superhuman feat that shocked the world, and drove even more hype around the shoe.
So we were ready to act with record breaking content.
Our photography and video assets continued to pervade the running community. The shoe's pricetag and record breaking credentials made it the talk of running social accounts and creator pages.
Credits:
Video: Blackwall
Photography: Jamie Mourn