adidas Road to Records 2024
Client: adidas
Date: February - April 2024
Locations: Vienna, Austria | adidas HQ, Germany
My Role: Head of Creative Studio
Team:
Ash O’Neil (Creative Director)
Emily Lemon (Copywriter)
Mariana Ochoa (Video Editor)
Katrin Brandstatter (Brand Designer)
Chris Borgren (Art Director)
Sean Tucker (Brand & UX Designer)
Dan Blumauer (Brand Designer)
Theo Salame (Producer)
Brief
Get new and everyday runners to participate in a unique virtual race experience by leveraging brand heat, offering premium incentives, and demonstrating the depth of adiclub membership.
Strategy
Problem
The adidas Road to Records event is an owned media event with the purpose of breaking running records to generate headlines–not an event for virtual, casual runners.
Execution
As Head of Creative Studio, I was responsible for brief intake, securing creative production resources, project management, and working cross-functionally with marketing stakeholders.
Solution
Leverage the highly successful You Got This adidas campaign and expand that creative framework to a virtual audience of casual runners to engage them in the hype of the elite Road to Records event.
Results
Increased virtual race participants by 42% compared to 2023 campaign
Achieved 332% of sales goal
400% increase in app store installs compared to 2023 campaign
Selected Deliverables
5k & 10K Virtual Races
Shorter distances and virtual events with community features like leaderboards and social sharing made the virtual edition of Road to Records more globally and humanly inclusive than ever.
In-App Product Push
Sales focus was new for the adidas Running App, but we worked closely with CRM to find the right segment and ToV for this particular franchise model.
Premium Brand Experience
To make the premium experience more inclusive, we raffled the prize to attend the Road to Records event at adidas HQ in person instead of rewarding the fastest runner.
Trusty Push Message
The most direct and in-your-face way to talk to your audience. Treat it with respect.