Adidas supported its sponsorship of the London Marathon with a
brand experience created by RPM.
The stunt saw 25-year-old Samantha Tomlinson train and live for two
weeks inside Lillywhites' shop window in Piccadilly Circus. The
environment was designed like a loft apartment, with fridge, TV, video,
bed and a running machine. Inside the store, RPM turned 70sq m of the
third floor into a London Marathon street scene.
'The brief was to bring Adidas' sponsorship of the London Marathon to
life,' RPM experience consultant Tim Hunt said. 'We decided to tap into
the life and experiences of typical marathon runners in an entertaining,
authentic and memorable way.'
Alongside the Lillywhites activity, RPM also created a 180sq m stand for
Adidas at the Marathon Expo. The three-day pre-Marathon registration and
consumer event at London Arena comprised 120 exhibitors. The Adidas
stand included a suspended atmospheric box, inside which runners
performed in simulated weather conditions.
'This event has become an integral part of the success of the London
Marathon,' London Arena director of exhibitions James Rees said.