ADIDAS
ADIDAS RUNNERS PARIS

In 2014, to reach the “Young Urban Runners”, the ubi/. agency created for Adidas, a concept that plays on a strong feeling among Parisians: belonging to a neighborhood. We divided Paris into 9 neighborhoods, each led by a captain, who claim and defend their colors during official races but also in original events.

The program was an immediate success; over the years, Boost Battle Run became Adidas Runners, and was exported to more than 60 cities around the world.

Now, the Adidas Runners Paris adventure continues. The neighborhoods have competed in new race formats, including the Dark Races, urban events inspired by underground bike gatherings in the US. Off the beaten track of running, they are announced at the last minute.

The first event in the Dark Races saga is the Night Mile. 1,609.344 meters is to be covered alone or in relay, at night in a Parisian tunnel closed to traffic, to make your team win and try to beat the world record of 3min 43s 13.

This was followed by:
• the Dark Kilometer: a “secret” kilometer to discover on the course of an official race, the 10Km of the Bois de Boulogne, which had to be taken to win the event.
• the Wild Race: a night orienteering race in the heart of the Bois de Vincennes.

Today, Adidas Runners Paris are 40,000 runners all over Paris but also in Bordeaux and Lyon, an athletics club affiliated with the FFA, a loyalty program via the Adidas running application and weekly services (long outings, yoga, product customization, nutrition, etc.) offered at the Flagship store on the Champs Elysées.