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Adidas Virtual Run Club (Digital Mixed-Media)

Brief / Background

The Adidas Virtual Run Club is a pro-active social project for the ordinary runner. We were looking for a way to introduce the new Adidas Salvation and Glide running shoes and realised that most, if not all, running clubs require all members to be present, and run in pairs or packs. We thought it would be cool if it were possible to run individually, yet still benefit from comparing progress with that of your friends in a club.

The Solution

The idea is so simple it's astonishing to think that it has not been created before: a virtual run club where individuals can either join or create a club, upload their run details and compare performances whenever they wish.

Unregistered users have the option of browsing the various clubs and reading the running articles, tips, expert opinions and run programs that Health24 contributors provided ... whilst registered users can start their own club or join as many as they wish. They also have access to their personal dashboard which displays their running total statistics, a list of clubs they have joined and provides the ability to upload each run. Enthusiasts can also review their run history to monitor pace progress.

We also decided to compliment the web application with a mobile component, giving users the ability to login and upload their run data via a mobile device. The wap site includes all the editorial content as well as the functionality of the web application.

The Activation

A combination of rich flash Online Banner advertising and Promotional email announcements were published over the 24.com network.

The microsite was designed with functionality and performance in mind. No over-engineered Flash animation or 3D graphics can be found here. The direction and tone follows the Adidas global brand direction: first person perspective. All the photography and copy are portrayed in the first person.

The mobile wap site provides the convenience of uploading your run immediately after completing it, without the need to find a PC.

The Results

The Adidas Virtual Run Club has only recently launched and we are still waiting to gather usage statistics.

View Microsite
View Mobile site
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Should you wish to skip the registration process, you can log in with the details below, which will give you access to a pre-registered Loerie judging account.

Email Address: futureking@gmail.com
Password: password