It is common to see people running and listening to music at the same time as this is the only entertainment they have during running.

We leveraged on music, which is an untapped audio platform, to connect runners in different places via their mobile devices.

To create a never-discovered engagement via music, adidas partnered with KKBOX, the biggest online music provider in Hong Kong, to launch a ‘Run Together, Listen Together’ event. ‘Listen Together’ is a radio-like feature from KKBOX in which users can listen to songs recommended by celebrities simultaneously. We strategically blended it into the adidas Urban Run events, with selected running songlists being played in each running session.

Once runners login to adidas running channels via their mobile devices, they could enjoy the same music together whether they were at the event or were running elsewhere.

adidas became the first brand to integrate music with the local running events.

More than 300 people had tuned into “Run Together, Listen Together” community for each running session via digital. This was a more than 10 times amplification of original scale, with only similar investment as before. In the end, over 1,200 unique participants had joined the events in just one month.

Most importantly, this newly adapted technology allows adidas to breakthrough the geographical limitation of organising local running events and further recruit a group of loyalty runners in the digital platform.