In a global campaign dubbed 'Reasons To Run', I set out to find the reasons why people run marathons, including the toughest marathon of all - Boston.
What I discovered is that when you ask 30,000 people why they run, you get 30,000 different reasons.
PRINT AND POSTERS
An exhibition wall at the Boston Marathon was created two days prior to the event and we invited every entrant to find their unique bib number and proudly write up their reason for everyone else to see.
A custom site was created with training runs, a marathon plan for every level of fitness and video content of each entrant recording their reason. People searched by bib number to find their own video to then share as motivation for themselves and others.
Dozens of posters were stolen and sold on eBay. The microsite went live for 60 days and had over 35,000 visitors.The videos and stories collected are still yielding significant ongoing publicity for adidas. Running blogs described the campaign as the most inspirational and motivating campaign they had ever seen. The success of 'Reasons To Run' shows how this simple insight spoke to runners at every level of fitness and at every step of their marathon experience.