In Brief

The fitness brand gave every athlete in the race the star treatment by capturing their progress with a camera crew and RFID chips

Fitness brand Adidas sought to boost engagement for its Boston Marathon sponsorship by creating customized videos for all 30,000 runners in the race. Eight cameras were set up along the 26.2-mile course, which provided more than 27 hours of footage in total. Various checkpoints triggered the RFID chip in a runner’s race bib, tracking their pace and time while also providing their current location to capture it on camera. Each video includes the runner’s name, checkpoint times and a clip of them running the course.

The videos, which were created with agency Grow, were finished within 24 hours of the event. Runners can find their own by searching their bib number on the microsite.

“Our idea was to harness the power of 30,000 runners—generating data from the very race bibs that sport the Adidas logo—and transform the entire race into a creation engine,” CEO and executive creative director of Grow, Drew Ungvarsky told Adweek. “The result is an epic personal highlight film for every single runner who becomes part of the legend of this incredible event.”

Adidas


Lead Image: Boston Marathon via Facebook

Fitness brand Adidas sought to boost engagement for its Boston Marathon sponsorship by creating customized videos for all 30,000 runners in the race. Eight cameras were set up along the 26.2-mile course, which provided more than 27 hours of footage in total. Various checkpoints triggered the RFID chip in a runner’s race bib, tracking their pace and time while also providing their current location to capture it on camera. Each video includes the runner’s name, checkpoint times and a clip of them running the course.