adidas rolls out global This Is Energy Running female-focused campaign
Wednesday September 2, 2015 at 10:06am
Sportswear company adidas has launched a global campaign introducing a cast of female influencers from Rio de Janeiro, New York City, London, Moscow and Tokyo and inviting runners to join the Energy Running trend. To kick-off to the campaign, adidas has launched an online film called This is Energy Running, and will be following it up with a series of events in major cities around the world. This Is Energy Running will see content rolled out across YouTube, Instagram, Facebook and Twitter including personalized edits of the film that highlight each individual athlete and influencer. Throughout the campaign, the brand will host a series of Energy Running events in key cities including Shanghai, Moscow, New York City, London, Berlin and Rio de Janeiro to provide runners with a chance to participate and experience Energy Running. The film marks the first time adidas Running has included influential runners from key cities in a global campaign alongside its world class athletes, American sprinter Tori Bowie and Jamaican sprinter Warren Weir. As experts in everything from ultra-marathons to short distances and fashion to fitness, the influencers – Rachel Apollonio from Rio de Janeiro, London’s Sophie Christabel, Lindsey Calla from New York, Julia Korzh from Moscow and Tomomi Yuda from Tokyo – represent the diversity of the Energy Running movement. Along with their broad range of backgrounds, the influencers were chosen based on their common passion for running and extensive online and in person audiences that reflect the rapidly growing number of females who look to running as a key part of their fitness routines. Adrian Leek, General Manager of adidas Running, says: “Energy Running is more than lacing up and logging miles. It’s a sport-driven social movement that’s just as much about putting a smile on your face and earning a like on your feed as it is about breaking a sweat and beating your best. This strong roster of influencers along with our products, services and events focused on Energy Running connect us to female athletes with even more authenticity and credibility. We have a clear focus on who we want to reach and we’re taking a fresh new approach on how we reach them.” “The female athletes we focus on are inspired by socially relevant peers they can easily relate to and aspire to be like which is why influencers will play such a significant role in our marketing campaigns moving forward,” Leek adds. “We’ll rely on influencers in seasons to come for input on our product creation and support of our campaign execution as the voices our fans value most.” People are being encouraged to join the adidas Energy Running movement by following @adidasrunning on Twitter or Instagram using #EnergyRunning and at facebook.com/adidasrunning. adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories. adidas Running focuses on the young urban runner and represents global net sales of € 1.6 billion in 2014.