adidas HK empowers StanChart marathon runners with new campaign

With the Standard Chartered Hong Kong Marathon 2024 on the horizon, adidas Hong Kong has launched a new campaign to support runners' journeys with the introduction of its "adizero series".

Designed with the tagline “Made to win” (天生好勝), the campaign is done in partnership with creative and activation agency We Glow HK, media agency EssenceMediacom and PR agency Sun Moon & Co. It was launched in mid December last year and will last until the end of January. 

The campaign comes with a series of thematic videos starring local runners Wong Kai Lok, Virginia Lo and local actress Mandy Tam. The videos highlight their personal beliefs and their individual interpretations of victory, while emphasising how the "adizero series" enables them to pursue and attain their goals.

Additionally, the campaign is promoted via key visuals, social content, out-of-home (OOH) advertising in Causeway Bay, consumer programmes at the upcoming Marathon Expo and on the race day. The videos and visuals will be launched online, in major marathon-related areas as well as in-store.

The campaign is also amplified via an immersive activation at adidas' flagship store in Tsim Sha Tsui. It offers a comprehensive simulation of marathon conditions specific to Hong Kong, including heat, cold wind, humidity and inclines, aiming to test runners' competitive spirit while showcasing the performance of adizero running shoes. All adiClub members can register for participation and join the activation during their selected time slot.

4D technology is employed to fully immerse participants in a simulated marathon environment. To elevate the experience, adidas will provide participants with the Adizero Adios Pro 3 for a trial run. 

On the other hand, adidas has invited Hong Kong runners, including Virginia Lo (羅映潮), Wong Kai Lok (黃啓樂), Wan Cheuk Hei (尹焯熙) and Ngai Kang (魏賡), to be the first to experience the challenges.

May Wong, director brand activation, adidas Hong Kong, said, "Within a six-minute experience, participants will encounter four extreme marathon conditions, including heat, cold wind, humidity, and inclines. Those who successfully complete one km distance will receive an adidas Runners tee, and the top 10 participants who cover the longest distance during the event will be entitled to win a pair of Adizero Adio Pro 3."

Florence Kong, managing director of We Glow, said, "We're thrilled to launch this remarkable campaign for Hong Kong. Our aim is to bring an innovative and engaging approach to our consumers, allowing them to fully immerse themselves in the event.”

Don't miss: adidas Originals celebrates original spirits and HK subcultures with localised campaign

Back in September last year, adidas Hong Kong and DDB Hong Kong joined forces to honour the evolution of the Originals brand and promote the brand’s advocacy for original self-expression via a localised campaign.

Aligning with the spirit of its global initiative “We gave the world an original, they gave us a thousand back”, the Hong Kong campaign aimed to celebrate the original spirits who adopt this brand as part of their lifestyles, connecting subculture icons and retailers with their communities.

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