Adidas needed a production partner to work with agencies Scape and TBWA to deliver the Energy Takeover in London. The Energy Takeover is a global running event that launched adidas’ new Ultra Boost running shoe, and changed everything people expect from a running event. The race turned the real world into a labyrinth - a game of running where runners were challenged to find their own unique route from start to finish. The labyrinth was brought to life through an app. A runner’s smartphone tracked their every movement with geolocation and communicated whether they had hit a wall or not. Along the way, we literally unlocked the city by turning spaces usually hidden from runners into checkpoints.
