Adidas Energy Takeover

Adidas needed a production partner to work with agencies Scape and TBWA to deliver the Energy Takeover in London to launch their latest trainer, the new Ultra Boost shoe.

The launch involved 200 pre-selected runners who were asked to meet at a disused car wash in Elephant and Castle, they had to rely on subtle hints and messages along the way to find their destination. These included an LED truck, Stuart Broad cheering people on at the Oval and Ugo Monye singing along to a busker singing cryptic clues.

Boost points and RFID tags fed Adidas important data about the runners via their app.