Audience: Young guys and girls aged 15 to 23, who spend most of their free time off studying and work (about 5 hours daily, on average)* on social media. Very few of them are running enthusiasts*, since they perceive the sport as a bit too individualistic. Sometimes, when seeing photos of their acquaintances on social feeds, they contemplate taking up running, but each time a convenient excuse or an actual reason comes up not to. * Teenagers and Generation Y, Google x Ipsos, September 2016 ** International study of Generation Zs principal interests, Google, July 2016  

Objectives: Marketing goal: expand the buyer base for running shoes, by engaging a completely new, young audience and making Alphabounce their first real running shoes. Communication goal: make running popular among "non-runners" by using a strongly engaging activation. KPIs calculated based on previous Adidas campaigns in Russia: 4.5M user reach, 29 000 active participants.  

Type: B2C

Language: English, Russian