The Italian sports brand Diadora wanted to make a comeback after a few years of reorganization. They wanted to use the re-launch of the iconic running shoe the N9000 to make their mark. The product is hand made in their factory in Caerano di San Marco, Italy. We wanted to use this promotion to engage customers across Europe, and underline the position as sports- and running brand. “Make it Bright” is a key value for Diadora, so the goal was to create something engaging that could challenge the category and reflect the joy of sport.

The Diadora delivery is a campaign constructed to engage people across multiple channels both online and offline.. The campaign fusion real life event, offline experience, social media engagement and digital interaction to one complete experience.

Usually we ship our products the traditional way, for the re-launch of the N9000 we wanted do to a different kind of delivery -by foot, running. We partnered up with a sneaker store in Barcelona and the first customer pre-ordering the shoes unknowingly sat in motion a relay run across Europe. 70 people running 1500 kilometers for nine days, from the factory in Italy to the customers doorstep in Barcelona.

A sneaker store in Barcelona was chosen because it was within running distance for the nine days’ time limit of the pre-order. Here the first person ordering the shoes, would get a really special delivery. In the first stage of the campaign we recruited runners through social media. Focusing on the areas where the run would take place. A mix of recruited local runners, employees and “hero runners”; from 9 different countries created the chain of runners bringing the box the 1500 kilometers across Europe.

The run was documented and shared Live through social media. Afterwards people could re-live the whole experience through a documentary and an interactive website. The run allowed Diadora to showcase their different products, involve the target group along the way and create unique content - all on behalf of one lucky customer ordering the new N9000.