How do you sell running shoes to kids who don't like running?
Give them a reason to run.
At any time, we announced the whereabouts online of something amazing, moments before it took place. To win everyone had to be 'ready to run'. 
If they didn't run, they didn't get.  
To this day, it remains the largest consumer participation for any global activation adidas have ever run.  
MAA Best Creative Digital: GOLD
MAA Best Direct: SILVER

We activated 27 countries with a single call to action

Best Creative: Digital

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