adidas Running /// Pro Evo 1 👟
adidas Running /// Pro Evo 1 👟
For today’s elite runners, shoe technology is integral to the ability to win races. And lightness has become the deciding factor between those seconds and minutes that make all the difference.
So adidas decided they were going to make the lightest running shoe they’ve ever made. At 138 grams, this shoe is the blueprint for the future of running, at its lightest.The 'adidas adizero adios Pro Evo 1'. The world's lightest running shoe, with the world's longest name. 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.
Video: Blackwall
Photography: Jamie MournWe knew that a shoe designed to break records would create a media storm, and our PR activations drove impressions in the billions; breaking out of the running bubble and into wider culture, building the hype to boiling point before launch. 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. It was only her third ever marathon race. A superhuman feat that shocked the world, and drove even more hype around the shoe.
So we were ready to act.
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. 
