In France, Adidas were struggling to reach young guys. So, knowing their love for action-packed movies, they created a campaign that made them stars of their very own ‘Mission Impossible’ adventure.
During the ‘Ready To Run’ campaign, anyone trying on a Climacool running shoe was snatched, bundled into a van and asked to complete a mission. If they accepted, they were given a pair of Climacool running shoes and dropped on the middle of the street.
Tasks included anything from delivering pizzas to a man in a helicopter and sneaking into hotels to skydiving. If successful, ‘contestants’ were rewarded by the chance to meet French Adidas celebrities.
The result – 500% jump in Climacools tried on during the campaign, as young people were eager to become the heroes of their own incredible mission.