Medals, great stuff for runners. They embody the significance of achievements. They are proof of your effort and are shown with pride. If they already exist, why not make them desirable in themselves and a way of showing a brand and its heritage in your house? And then help adidas races become as popular as rock concerts?
Two years ago, adidas launched the first adidas race. The rating was poor and there were not many runners. In 2013, there was another event with the same outcome: an unpopular race. This was a bigger problem since Nike was the leader in races in Mexico City. Their races were packed and runners commented about them months before they even took place.
So we came up with a strategy: to help people run a 21 k from scratch. For that purpose, we designed a circuit of races along with the brand, dedicated to the athletic achievements since adidas start up, beginning in a 6k and ending in a 21 k. And, as in every race, we would have medals, and runners showing them off. So, we designed all the medals for one purpose, to be collectible, to communicate adidas heritage and, of course, to be displayed as the proof of your effort.
The 6k run was dedicated to Lina Radke, and we had a medal for this.
The 9k run was dedicated to Arthur Jonath and this was the medal.
The 12k run was dedicated to Jesse Owen and his gold medal in Berlin
The medal designed for the 16 k was had the purpose of unveiling the puzzle.
The medal for the 21 k unlocked a special medal dedicated to herr dassler and his famous shoes
And also, unlocked the possibility of having a special display to puzzle up the medals
3000 displays were given to the athletes who completed all the races. A lot of conversation began since the puzzle was shown by various of the athletes in social networks. We made adidas races desirables and most of all, we won a preponderant space in 3000 homes to show off a brand who has been running since 1924.
Disclaimer: All the photographs shown for this case, are found in the social networks. I don't intend to show the pictures as part of my work. The intention of portraying this images is just for information of the case and the development of the idea.
