Celebrating 30 Years of Partnership, adidas and the B.A.A. Tap into RFID Technology to
Capture and Share Emotional Journey of Every Runners’ Race Day Experience
Boston, Mass., April 5, 2018 – Approximately 30,000 runners and half a million spectators participate in Patriot’s Day for many reasons – to accomplish the impossible, celebrate a milestone, support loved ones, tribute those lost, and for causes near and dear. Legends are created year after year when runners take their final left on Boylston Street.
To celebrate 30 years of partnership, adidas and the Boston Athletic Association (B.A.A.) introduce the 2018 Boston Marathon® campaign, Here to Create Legend
, a first of its kind execution.
As the exclusive footwear and apparel partner of the world’s most prestigious road race, adidas will create 30,000 unique videos for 30,000 runners of the 122nd
delivered within hours.
Data generated by RFID chips on race bibs like pace and split times combined with street mats that broadcast ultra high frequency radio signals from antennas allow adidas, in partnership with digital agency Grow
, to capture individual videos using just seven cameras and a 20-person crew around the 26.2-mile course to document the emotional journey of each runner’s marathon experience. The highlight reel worth sharing with the world will combine beautiful scenes from race day and an inspiring soundtrack.
“We’re capturing the excitement, support and celebration that is Boston in a way no one has ever done before,” said Paul Bowyer, head of adidas Running U.S. “In our 30th year of partnership, adidas and the B.A.A. are creating an epic moment for Boston by harnessing the power of technology and 30,000 runners and to highlight the pride, firsts, wins, personal records and energy of runners who will become legends on April 16.”
30K Unique Highlight Videos
Personal footage will be captured at the 15K mark and finishline. Trial runs at other road races, storyboarding and prototyping with prescriptive camera angles, shot lists and sound effects eliminate excess footage and unnecessary editing to make quick delivery a possibility.
How to Access Personalized Videos
Runners will receive an email from the B.A.A. to access their sharable videos. They can also visit heretocreatelegend.com
starting on April 16 to search for their video by bib number.
Official Apparel & Footwear
The adizero Boston 7 2018 Boston Marathon® edition
is available for $120 at adidas.com
, the Boston Marathon® adidas RunBase and at the 2018 John Hancock Sports & Fitness Expo. Other colorways will be available in June. Boost cushioning technology excels in comfort and energy return and is attributed to more than 130 major marathon wins. adidas and the Woolmark Company will create and gift Best in Class tees, reserved for the top 2018 Boston Marathon finishers per age group. Replicas will be available for $100 at RunBase and the Expo starting April 13. For other 2018 Boston Marathon® apparel and accessories, visit adidas.com.
adidas supplies official Boston Marathon jackets to nearly 10,000 B.A.A. volunteers and more than 3,500 race officials, media and medical personnel.
adidas is donating 100% of proceeds from the sale of the Boston Marathon 2018 stuffed Spike unicorn
for $20 at the Expo (50% to Sole Train
and 50% to Dream Big!
) and Outside/In Boston
(100% to Sole Train
), a cultural guide to running in Boston by Sarah Gearhart, available for $20 at the Expo, Copley Square and RunBase. Book assets can be downloaded here
To join the conversation, please use #HeretoCreate #BostonMarathon #adizero @adidasrunning, @BAA and @BostonMarathon.