When you’re working with an international expert on running gear, flexibility to respond quickly is an essential part of any good PR strategy. adidas America asked us to work their largest running industry sponsorship in the country, The Boston Marathon. As race day approached, soaring temperatures made the “story” of the race all about the weather. We changed our strategy to focus on local weather personalities, and pitched the adidas approach to keeping athletes cool.
adidas let us run with it: we provided a sneak peek at the Clima-Cool™ technology they had planned to launch at the upcoming Olympics with press releases, product samples and a video news release on the technology behind the products. The media responded incredibly, culminating in the ESPN race commentator holding up a new adidas running shoe and…well, see for yourself. We call that a win.