adiZero Gram Challenge

Background

The challenge was to find a new way to generate footfall and drive sales in a market where the latest pair of running shoes is a common occurrence.

Idea

adiZero™ Gram Challenge was an innovative way to showcase adidas’ latest lightweight running shoe, the adiZero™ Aegis.

Consumers were invited to weigh their running shoes against the adiZero™ Aegis.  If their shoes were heavier than 265g, they qualified for a 20% discount off their purchase of the adiZero™ Aegis.

The Results

adidas achieved double the target sales of 1,000 pairs. 2,233 pairs were sold, equivalent to 100% shoe sales.