Adizero: For the Fast

Client: adidas

In 2025 adidas wanted to achieve domination of Marathon running. We had the tools with industry leading technology and the best elite runners. What we needed was to cut through with running masses.

Integrated into a wider marketing campaign – Adizero: For the Fast – adidas ambushed the London Marathon with an immersive, visually-arresting and unmissable pop-up space that cemented adidas and its Adizero franchise as the brand for fast running. Open for four days across the Marathon weekend and dropped next to the finish line, the Adizero: For the Fast experience infiltrated London’s vibrant running scene with thousands of consumers, media, running clubs and creators experiencing the feeling of Fast. But it wasn’t just the pop-up where adidas showed up. Video and still assets, featuring Adizero Pro 4 as the shoe for smashing PBs and the Adizero Evo SL shoe as the icon of fast culture, took over the London Marathon running and travel routes and dominated Manchester, using our headline sponsorship of its Marathon on the same weekend. London was also the global launch for the fastest running trainer ever made, the Adizero Pro Evo 2. Held at the central hub and a secret underground location, media and creators got the first trial of the trainers before they propelled London Marathon men’s winner Sebastian Sawe to victory that weekend. The Evo SL and Adizero franchises became the fastest growing in running and adidas gained 3.4% in share of searches against other running brands, overtaking running giant Asics