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adidas: The Energy Takeover

To celebrate the launch of the greatest running shoe ever, Ultra Boost, adidas and TBWA\UNITED created a run like no other. A 10km game of running in an urban labyrinth. Part guerrilla, part underground event, and completely heart thumping. adidas took over 5 cities throughout the world to turn them into urban labyrinths and created a race with a secret finish line, on a course that revealed itself from turn to turn. After the race every runner received a personal URL where all unique content (photo’s, video’s and time slice video’s) that were taken during the event were displayed. adidas gave the Young Urban Runner the ultimate experience of energy running in their urban environment. The event was launched in Berlin, followed by Barcelona, London, Stockholm and Warsaw.