Adizero Adios Pro Evo 1

We needed to unleash the Pro Evo 1 - adidas’ ‘lightest ever’ marathon shoe - with maximum impact. Traversing tease, reveal and launch phases with hyper real storytelling and original creative. What this couldn’t be was just another shoe release leading up to just another marathon. It had to make a statement.



There were two key objectives post-launch: first, to sustain excitement and advocacy by dominating feeds and news-agenda ahead of the Berlin Marathon weekend, where winning the biggest share of brand voice was paramount.



To work up a frenzy before Berlin, we had to build a mythology around a shoe that could make history. Our campaign would demonstrate how impossibly light the Pro Evo 1 was, blurring the line between reality and imagination.



We teased its arrival with a ‘caught in the wild’ shot – a shape-shifting murmuration of birds that glide into a formation of the shoe’s silhouette. Then on launch day, we dropped a full toolkit and hero video that used pioneering AI technology to elevate the unreality of the shoe.



We sustained the momentum with further reality-bending video: a unique unboxing with floating shoes to bamboozle future German record holder Amanal Petros, plus exaggerated ‘sightings’ of the Pro Evo 1 in Berlin’s skies and beyond.



Finally, came planning for the biggest moment of all: a potential world record scenario in adidas’ biggest owned race. And, after Tigist Assefa made history in Berlin, we hung those flying shoes on the city’s famous TV Tower as a broadcast to the world. You couldn’t miss them.