A few weeks ago we all watched in amazement the attempt at breaking the sub2 hour marathon by Nike. I wrote this, but it was overlooked:
adidas Counters #Breaking2 Weekend with adidas PureBOOST DPR
adidas doubles down on performance by launching a dope campaign that allowed everyday runners to compete against elite adidas athletes and put the PureBOOST DPR to the test. The outcome was 100 people running through the streets of Berlin to test out the latest model from the Three Stripes.
Use the source link to check out more details of the event. While this was no where near as big as Nike’s event, adidas is taking the marketing directly to the people by giving them access to the athletes in a more approachable and interesting way. For performance to regain its sales status brands will have to understand that accessibility to athletes is required. Marketing has shifted and attention to the community is extremely important.