Climacool Kidnapping

In France, 14-19 year old kids don’t like running, so how can a clothing brand reconnect with this audience?

Adidas advertised that anyone trying on their Adidas Climacool trainers, anywhere in France, might be picked for a secret mission and experiencing an extraordinary race in his city.

First a van pulls up and kidnaps them, before they are sent off to do various missions.  At the end of it all, they meet french celebrities who are Adidas brand ambassadors, and they have a great story to share with their peers.

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