Adidas Urban Runner launch

Dust  PR London developed a digitally focused activation to support the launch of the #whipstart and #wildcharge performance frames

What we did

Having assessed the budget and objectives, Dust PR London advised our client against a launch event, and instead devised a film incorporating five of the UK’s most influential female running bloggers wearing the new frames, tagging each other in a relay style run.

Dust briefed our film production partner to deliver a full edit of the run  film which could be broken  down into five separate clips, showing each blogger’s section of the run.   

Each blogger was briefed to upload the film clip and stills of their individual segment of the race to their blogs and social platforms.  Next step was to release the content one blog at a time to replicate the sense of relay in the digital world - all supported by posts on social channels.

Blogs we worked with include Faya Nilsson of Fitness On Toast and Emma Lax of Lunges and Lycra.

The activation reached over 500,000 instagram and Facebook accounts, driving traffic to the brand’ss social handles and exclusive online retail partner Pro Running Direct.

Dust PR continued momentum surrounding the digital activation through a pro-active media sell in across core print and online media as well as VIP and influencer seeding - ensuring maximum visibility across all channels.

 #adidassportseyewear #readytorun

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