adidas - Energy Takeover

adidas wanted a running event to launch their new Ultraboost running shoe to a generation of runners.

We turned the real world into a virtual labyrinth and challenged the runners to find their own unique route from start to finish.
If you got a little lost during the run, there was an app to get you back on track.
If you needed a little reassurance you were on the right track, there were subtle hints embedded into the environment - including a busker that sung hints.
Once you escaped the labyrinth, you received a customised medal with your personal route engraved on the back.

Every runner was also a broadcaster thanks to our specially designed RFID t-shirts. These triggered cameras at checkpoints automatically, and uploaded the content onto the runner's social channels and
Runners loved the event so much that adidas asked us to create a toolkit for other markets too. So far it's hit London, Stockholm, Barcelona, Warsaw, Berlin, with more to come. And celebrities like Stuart Broad, Ugo Monye, and Chema Martinez have come and taken part.