To mark the launch of the adidas Ultra Boost running shoe, we were asked to bring to life the concept of 'energy running' and to create a disruptive, exciting, unexpected experience targeted at the Young Urban Runner.

To achieve this, we created a run like no other in 6 global cities: a 10km game of running. We turned Barcelona, Berlin, London, Stockholm, Tokyo & Warsaw into urban labyrinths by creating a race with a secret finish line, on a course that revealed itself from turn to turn.

We used all adidas social channels and collaborated with a targeted selection of vertical (running) & horizontal (lifestyle) titles to generate hype around the event and drive sign-up. Only the most socially active, engaged runners were selected to take part.

During the race, runners had to follow a digital compass and wayfinding clues placed throughout the neighbourhood, and were guided through unexpected locations they'd never previously been able to access, en route to a secret finish line. Each of these locations served as interactive checkpoints to further enhance the immersive experience of the race.

After the race, each runner received a personalised race medal & URL that housed their individual photo and video content, captured during the event and which could be seamlessly shared through social channels.

Each event was oversubscribed, with participation limits in every city exceeded by over 1500%. Social engagement, PR & runner feedback was extremely positive, with requests to bring the events to countless other cities throughout the world.

In a world where unique experiences are social currency, we set out to create a running event that delivered an unrivalled energy experience – the ultimate in running events.

Ethnographic research conducted by our media agency partners showed us that YURs are extremely socially active and constantly searching for the new and unexpected.

They run regularly and competitively, but always look for innovative experiences that they can then share with their social followers.

With this in mind, we knew that we had to take a radical approach and develop a completely new urban running experience, far removed from what is already on the market.

Through adidas's social channels, involvement of prominent & relevant Sports & Entertainment influencers, partnerships with key retail stores in each market, as well as strong PR coverage through local & global titles, we reached an estimated 65m people across all 6 markets.

Each event was completely full, with participation limits in each city exceeded by over 1500%. Social engagement, PR & runner feedback was extremely positive, with requests to bring the event to other cities throughout the world.

Importantly, in March 2015, the month of this global event, adidas Ultra Boost was sold out in each of the participating markets.