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Ready to run ? - adidas, SLVR, Y3 - agence Sid Lee Paris


How do we go about re-launching Climacools – pure running shoes – in France to 14-19-year olds, despite the fact that studies show that French teens hate running? By giving them a good reason to run with the OP « Ready to run. » The concept: each time a teen tries on a pair of Climacools anywhere in France, they have a chance to be chosen to carry out a mission and take part in an extraordinary race in their city. How? Some guys kidnap them in-store, take them into a van, give them earphones and instructions before leaving them to their own devices in the middle of the street, followed by 2 cameras and a drone. They’re given an hour to get to the other side of the city, following athlete Teddy Riner’s (world judo champion) instructions remotely, taking on a series of challenges that’ll see them immersed in a completely crazy race, during which they’ll interact with adidas stars.


  • Annonceur : adidas Sports Style Division
  • Marque : adidas, SLVR, Y3
  • Produit : Sneakers and apparels
  • Type de média : Digital
  • 1ère diffusion : Avril 2012
  • Pays : france
  • Date de mise en ligne : 24 février 2014


  • Agence : Sid Lee Paris
  • Type d'agence :
  • Executive Creative Director : SID LEE PARIS
  • Creative / Art Direction : Sid Lee Paris
  • Director : Julien Rocher
  • Production : Astrolab

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