Powered by adidas Hyperboost
Challenge
Create a brand experience to launch the adidas Hyperboost, not a shoe built to chase PBs, but to unlock something deeper: the pure joy of running.
Insight
Every day runners don’t chase PBs or medals, they chase a feeling. The Runner’s High is the ultimate reward of running.
Creative answer
The Hyper Night: creating the conditions for runners to reach the Runner’s High
We took over the adidas arena and transformed it into a playground built around movement, music and feelings.
Inspired by scientific research into the Runner’s High and the conditions that can help trigger it, we designed a continuous 90 minute running experience around an 850m loop, allowing runners to chase the high and reach euphoria.
Sound became an integral part of the experience, with live sets from DJs guiding the runners throughout the night. A full range of services helped them prepare, recover and stay in the moment, before the experience naturally evolved into a celebration, with a party to finish the night on a high.
Content production
Beyond the activation itself, we developed the content strategy, brought together the right creative talent to capture the experience, and set up a dedicated content war room to produce and publish content live throughout the night across adidas France’s platforms.
Creative PARTNERS 