After the successful launch and popular response to the ‘Pure Boost’ silos for Men & Women –Adidas wanted to reward the patient populace, who had been clamouring for more, ever since both of these models sold out within weeks.
To reach their loyalists, the German sportswear manufacturer associated itself with runners, running enthusiasts and fitness influencers to announce the Fall-Winter drop of the collection. The exciting colourways were showcased through a Race between two teams through Mumbai city led by Ayesha Billimoria on one side & Rizwan Bachav on the other side.
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The course was designed such to celebrate being ‘energy positive’ in the sense that people could use the energy earned through running, in their everyday lives to be the best versions of themselves.
The event was a treasure hunt, with several pit stops en route, for the teams to navigate. First up, there was a team relay – a Quarter Miler around the Track where the participants got to experience the highest Energy Return of the BOOST first hand. Next up, was a fun, but challenging obstacle course which called upon them to draw on their will and enthusiasm.
Then, in true ‘Amazing Race’ style, the teams had to dash to Marine Drive and run the entire stretch to NCPA. At Nariman Point, the final venue was revealed and the team arriving first at the end venue was declared the winner.
All participants felt at ease in the elements. Even through torrential rain, the energy of the enthusiasts beat the weather conditions. The event was a unique launch, and that it was an ‘active, involved’ event rather than a passive launch – was the overall feedback from the runners. Of course, the final venue being Asilo – on the 38th Floor of the St.Regis Hotel was an experience in itself for everyone part of the event.
