AMAZON VIRUAL BOSTON MARATHON

ADIDAS NAM

Race kit, landing page & paid media design / Art Direction & Design

The brief

The 124th edition of Boston Marathon had to be postponed and then canceled due to the Covid-19 pandemic. Runners who were originally registered for April 20, 2020, had the opportunity to participate in the virtual alternative to the 124th Boston Marathon, which could be run any time between September 7–14. As of Q1 2020, BAA Amazon and adidas, as direct partners of the BAA, pivoted to create a digital experience to engage and excite runners leading up to their virtual race.

Campaign Strategy

  • Engage Runners around Boston Marathon - The 2020 race cancellation was a first in the marathon’s history. We planned to leverage Amazon’s broad reach and audience to still engage with runners, and position adidas as the leader in running gear and content.

  • Creative Tie – Ready for Sport campaign

Objectives

  1. Product Sales – Drive sales of running/training footwear, apparel, and accessories on a highly visible site, geared at a highly targeted audience.

  2. Engage Brand Loyalists and Capture NTB customers - Leverage Amazon’s broad channel of resources to engage, Boston Marathon runners and casual runners looking for inspiration and gear.

  3. Brand Integration - Position the adidas brand via adidas Runners as the go-to source for running/training content and highlight the next generation of runners via our Girls on the Run partnership, further driving sales on www.amazon/GirlsontheRun.

 
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Race Kits

  • Race kits mailed to the first 15,000 registered participants of the virtual race with an expected arrival of August 31.

  • The custom kit contained Boston Marathon commemorative sack packs and other Amazon goods, along with a QR code that directs participants to a motivating pre-roll video from adidas Runners.

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Hub / Landing Page 

  • adidas.com/running is a custom landing page, created by Amazon that serves as the landing page where both runners and aspiring runners can shop product and watch curated videos from adidas Runners.

  • Three adidas Runners videos were showcased on the page

    • Content from the runners focused on: Performance, Nutrition, and Mindset.

  • There was also a banner that speaks to our Girls on the Run partnership and encourages visitors to learn more.

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Traffic Drivers 

  • Amazon: driving traffic to the page through site placements

  • adidas: Digital media banners driving traffic to the page. The landing page also contains a direct link to shop more on our running brand shop

Projected Return / KPIs

  • Projected Sales - $2.4M

  • Traffic, CTR, Conversion, Video Views - amazon.com/running 

  • Traffic/Conversion/product sales - brand store landing pages

Client: adidas Amazon
Agency: Adidas NAM Brand Design
My Role: Art Direction & Design

ART DIRECTION, CONCEPT, PACKAGINGMonserrat GarciaART DIRECTION, CONCEPT, PACKAGING