Returning to its athletic roots, adidas wishes to reinforce its reputation as a brand for all sports by becoming a champion of running culture. To encourage Canadians to embrace the sport, adidas Canada has partnered with Tribal Worldwide Canada to create a socially meaningful platform to entice urban runners.
Based on the insight that once someone gets over the hump and running stops sucking, all they crave to do is run more, the new platform includes a dynamic and interactive destination site www.runmore.ca, positioned as a go-to hub for young urban runners looking to step-up their game.
With one of the biggest obstacles for urban runners being finding interesting places to run, the virtual community profiles a number of “hidden gem” routes from four major cities across Canada. Each route will be accompanied by Spotify playlists tailored to match the unique characteristics of the environment – from a gritty hip-hop playlist that complements graffiti alley in Toronto’s Spadina district, to a thumping Metal playlist to encourage runners to keep the pace until the very last step of Montreal’s Mount Royal staircase. Users are also invited to suggest their favourite routes and playlists to be added over time.
Participating cities include Toronto, Montreal, Calgary and Vancouver.
Driving users www.runmore.ca is #runmore an emotionally charged 60-second video. The beautifully narrated motivational spot features the adidas flagship running shoe, Ultra Boost, which incorporates adidas’ innovative BOOST technology, which returns energy back to the runner. Much like the technology found in the shoe, the visuals tell a tale of the unique experiences that runners encounter only at night. Pre-roll and paid social ads on Facebook, Instagram and Twitter also drive to the site.
“There’s that one stride in a runner’s life that changes everything. Where a runner goes from hating it to craving it. That’s the moment we focused on,” explains Joshua Stein, executive creative director, Tribal Worldwide – Toronto. “We tapped into the psyche of the urban runner who, despite how chaotic their schedules may be, find a way to push through these proverbial walls, because they have to run. They need to run. For Tribal, that was the emotional way in. For adidas, it was the opportunity to breakthrough.”
The initiative is supported by a strategic media relations and blogger outreach program coordinated by DDB Public Relations targeting lifestyle and health and fitness influencers in Toronto, Montreal and Vancouver. Sponsored content featuring the influencers own “hidden gem” routes will encourage followers to map out their own beloved routes on www.runmore.ca for a chance to win a year’s worth of adidas running apparel.
The #RunMore platform will live on via a series of running clinics at adidas performance stores across Canada.