There are those who like to run only if the weather is ideal. And then there are those who will run no matter what the conditions. For those who don't let weather ruin their running plans, Adidas launched the new UltraBOOST ATR Running Shoe, specially designed for fall & winter conditions: cold, snow, rain, and darkness. So get out there and hit the streets - you know it only makes you GREATER EVERY RUN.
We created a 360 global campaign to launch the new UltraBOOST ATR Shoe, consisting of short form digital content, print, outdoor, activations, and retail.Shot by the one and only, MARK SELIGER.
Teaser Videos for Limited Edition Shoe Drops. Shot by photographer EVAAN KHERAJ.
RETAIL: Adidas New York City / 5th Ave Flagship & SoHo locations
RUN THE DELAY / activation
Weather is the number-one cause for flight cancellations globally. But the ATR Runner sees bad weather as an opportunity, not an obstacle.So we came up with an activation/kick-off event for stranded airport travelers, to make the most of their situation by becoming Greater Every Run. Partnering with an airport to create a running course on a blocked-off runway, we'll arrange the event in advance with race bibs, medals and prizes, water, snacks, shoes and gear so we’re prepared for a spontaneous race. When flights are delayed or cancelled on a rainy or snowy day, we’ll announce an impromptu runway race at the airport. Adidas provides everything travelers need to run, including free ATR running gear, UltraBOOST ATR shoes, and even shower supplies. This enables them to embrace the weather like every great runner, rather than feel trapped by it.
WEATHER RESPONSIVE ADS
The UltraBOOST ATR shoes are responsive to bad weather conditions, so we came up with the idea of dynamic ads that adapt to the weather in real time.BILLBOARDS
Using media purchased through the Weather Company, these weather-responsive digital billboards or bus shelters change to reflect weather conditions like rain, snow, coldness and darkness. For example, if it starts to rain at the site of the advertisement, our rain key visual will appear on the billboard with an accompanying rain headline, reflecting the exact weather conditions in that exact time and place. The ad contains the local Adidas store’s address or drives participation in the rain-activated route or other local activations.YOUTUBE 6-SEC ADSUsing Vogon, a tool that allows advertisers to change the text in their ads based on certain data sets, dynamic supers in our ads change to reflect the weather status in real time. Each viewer is served the 6-sec ATR Attitude video that best matches their current local weather condition (rain, snow, cold or darkness). The temperature or stat displayed in the super changes to reflect the real-time conditions, by way of Vogon. With this dynamic delivery method, each ad becomes a mini-weather report encouraging runners to embrace the elements. 
RAIN-ACTIVATED RUNNING ROUTES
Why not create hidden running routes that only appear in the rain? Using hydrophilic, or water-activated paint, the route is invisible on dry concrete. But when it rains, the paint is activated, revealing the triple-stripe route. To attract the initial wave of runners, we'll invite local Adidas Runners Club and other local run crews to an impromptu run when it rains via social posts and with push notifications on the Adidas Runtastic app.Hidden Snapcodes are also revealed/activated when it rains, leading runners to content, discounts and/or Snap-to-Unlock filters & lenses.
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