On April 16, 2012, 27,000 people ran in the Boston Marathon. 27,000 people who had the desire and dedication to train for years to compete in a 26.2 mile footrace on Patriots Day in Boston. So how does an athletic apparel brand match the heart, versatility, and endurance of those runners? They make them feel exclusive. For four days leading up to this year’s Marathon, adidas – the exclusive outfitter of the Boston Marathon – literally set up shop in the heart of Boston at Copley Square with a popup retail store.
Working with our partners at Action Marketing, we delivered a custom solution for adidas that was designed to attract and engage their audience while showcasing their range of products created exclusively with Marathon runners in mind. Our fully-branded 20′ Cabana had a minimal footprint on the historic square and the exterior branding included the names of all 27,000 runners. How’s that for exclusive?
Congratulations to everyone who participated in the 2012 Boston Marathon. We’re really proud to have been part os such a great event.