Inspired by the London Marathon, adidas 26rs aims to be more than just a marketing campaign. It’s also a participatory club, a community with a common goal – 26.2 miles.
In addition to logo presence across a slew of London Marathon assets from runner number badges to the finish line banner (and plenty of on-course signage), the German sportswear giant is activating its London Marathon partnership through this participatory ’26rs’ club campaign.
The London Marathon, which adidas itself describes as the most iconic race in the world, the 26rs initiates aims to bring all of the sportswear giant’s assets together to help runners conquer the course.
Targeting all participants – from those aiming for sub 2:30 to the five hours plus fun runners – the initiative is based around a campaign clubhouse in the basement of the official London Marathon Store (at 1 – 3 Norton Folgate, Bishopsgate, London E1 6DB).
The campaign infrastructure reflects a classic running club: free to join, it comes complete with free changing rooms, lockers and shower facilities (and an array of adidas Boost products, London Marathon kit and a campaign-specific adidas running range).
Using the hashtag #adidas26rs and the tagline ‘We are the adidas 26rs and these are the miles that make us’, the initiative’s launch event on 27 March (which itself included a run) saw star appearances and talks from Liz and Martin Yelling, Simon Freeman and Scott Overall.
At the launch adidas also gave out t-shirts that marked how many marathons each attendee had completed.
The club has been organising a series of training runs (from 5K to 13 miles) for members – including a final run the Sunday before the marathon itself.
The club also offers on-site experts providing training, nutrition and gait advice
‘The adidas 26rs is designed to offer runners of all levels specialised training along with a home from which they can meet like-minded individuals, share their running and training experiences and get the best training advice and support possible, says adidas UK running director James Foster.
‘The training run times can be found online, and guided runs will take place across different times and distances so all you need to do is choose the run that is most suited to you.”
He tells me: “The hectic non-stop lifestyle means Londoners need to channel their stress levels in other directions, which many feel running provides.
‘Running, even for 30 minutes, can re-energise and provide escapism from the office and the many scenic running routes around the city help you to fall back in love with London every time. Motivation and team spirit is a huge benefit of group runs. It creates a community and helps to create a unique bond with fellow runners.’
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Another nice touch in this initiative sees the brand offer members who have forgotten their trainers a chance to trial adidas Boost footwear on club runs staring from the clubhouse.
26rs sees the brand aim to create a brand-backed community where runners can find friends and partners to share their tales and tips and the marathon experience.
Adidas, which has a rich marathon sponsorship heritage that also includes partnerships with major races such as Boston and Milan, isn’t alone on leveraging the pop-up marathon related space.
This year sees vintage running brand Saucony launch a Covent Garden pop-up in the run-up to the marathon, And the Run Dem Crew, started by DJ/Poet Charlie Dark, is also running training clubs as well as mentoring young Londoners explore the city in a safe and healthy environment via post run workshops, films and talks.
While Nike (which has its own Nike Training Club) ambushes adidas’ race sponsorship with one of its intermittent ‘We Own The Night’ races in May.
Links
Adidas 26rs Website
Adidas Running Website
http://www.adidas.co.uk/running
Saucony
Run Dem Crew website
Nike Training Club Facebook
https://www.facebook.com/NikeTrainingClubUK
