Adidas broadens marathon project

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.




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