Adidas Gives Marathoners a 'Boost' By Using Their Own Energy to Motivate Them
Chilean marathon campaign converts footfalls into energy
Apr 11, 2013
Adidas' new Boost shoe has a special quality: it gives back energy during your run, with a special mid-sole that uses what you put into your workout to benefit you later. Iris cleverly capitalizes on this with a smart digital activation during the Chilean marathon. At the expo, special mats took the energy from the footfalls of the runners coming into register for the race. That energy was then used to help them run -- used to display motivational messages during the last (and hardest) leg of the race.