adiRun

Background

The running shoe category is split into two very distinct camps, one focusing on the fashion territory, the other on the technical side of shoes. adidas had taken over sponsorship of the Auckland Marathon, and wanted to maximise this and to convince mainstream runners that they genuinely understood the emotional and physical commitment required to be a runner. To do this, the agencies identified two things that every runner needs: running gear and motivation. Now all they needed to do was package and sell motivation.

Idea

After interrogating the adidas brand mantra of ‘impossible is nothing’ the team realised that everyone runs for different reasons. And those reasons to run were vital. More than anything, it's someone's reason to run that gives them motivation. adiRun.co.nz was created to deliver gear and motivation in a tangible and accessible way. It also gave adidas the opportunity to connect with mainstream runners on a long-term basis, to build direct marketing opportunities and cultivate long-term relationships. When recreational runners bought adidas running products, they received a unique membership code that gave them access to adiRun.co.nz. There, they set their personal running goals, found their ‘reason to run’, and undertook a 12-week personalised training and nutrition programme under the guidance of experts. They were motivated towards their personal goal via email and text, and given the chance to network with other runners in their area via bulletin boards, instant messaging and emails.

The idea was launched at a PR event, the invite for which was the latest adidas sneaker (but only one). The promise was that when they arrived at the event they’d be given its partner. The message tied in with the core idea that ‘having the right kit is only half the story’. The initiative was also supported by POS and advertising activity which used the visual theme of a runner’s bib. Print ads and adshels communicated the runner's motivation or 'reason to run'. In-store, the bib was used to talk about the adirun.co.nz promotion. And when customers logged in to the website, the bib appeared again as a tool to show the user's personal motivation or 'reason to run'. By keeping the individual ‘reasons to run’ very real it made it easy to for other runners to relate to them.

Results

10.89% of people who purchased adidas products signed up as adiRun.co.nz members - double the 5% target. There was a 12% sales increase in the participating ranges, plus a 5% increase in footwear and a 39% rise in apparel. The initiative also achieved a 38% referral rate on adiRun.co.nz registration (double industry standard), of which 18.2% referred even more friends. The PR launch single sneaker invitation received an 83% response rate, converting at 70% attendance. Immediately gathering interest, adiRun is to be rolled out internationally.

Target Audience

Recreational runners who may be running in order to get fit, lose a bit of weight and feel good. All of these people have their own reason to run.

Size

Integrated campaign through several media including online, POS, DM, outdoor and radio.

Our Thoughts

This is such an interesting way to use the web to build meaningful relationships with customers. Buy a pair of trainers and adidas will design you a personal training and nutrition plan online, with regular emails to keep you on your toes, as it were, while you prepare for the Auckland marathon.