The technology story behind a running shoe is not sexy and runners respond to the emotional story of running. There is human truth to running that it sucks for a while. However, when it stops sucking, all a runner wants to do is run more – and with Boost, you can. Run more terrains, routes, weather conditions, cities, etc – just run more.

The run more campaign facilitated all the aspects of “more” for a runner, creating new routes in cities across Canada, playlists to get runners excited, tips to keep them going, activations at local marathon events to inspire and a flagship event, the runmore 10k which used the lost hour in daylight savings time to give runners the ultimate experience – running a 10k during an hour that never existed with a finisher’s gift Medal that represented the lost hour, the concept of running

The product is a unique race medal that runners get after completing the 10km within a certain amount of time. The medal is made from a silver coloured metal with some weight to it so that it feels substantial when it’s worn around the runner’s neck or held in their hand. The design was custom manufactured to show off four key design elements:

1. The hourglass - signalling the time change and the extra hour.

2. The infinity symbol - signalling the desire to run more.

3. The three stripes - an iconic adidas brand symbol made the execution that much more powerful

4. And the Roman numeral 10 for the length of the race, 10km.

Users received the medal at the end of their 10km run. Many of them shared images of it in social media and display it proudly in their personal collection of other race medals. The medal is complete and is displayed the way it was when it was given out.

The agency’s measurement and evaluation process yielded excellent results that exceeded pre-set benchmarks on every account.

Within weeks of registration opening, over 600 people signed up for the runmore 10K (+120 per cent vs. target)

Secured run night coverage of 18,318,243 media impressions (+611 per cent vs. target)

- Broadcast coverage on race day 7,301,250 impressions

- Influencer coverage 2,067,559 impressions

- 8,949,434 social media impressions, which represents 842 social posts and 58,265 with a total social engagement (includes likes, favourites, comments and retweets)

Adidas running sales saw a tremendous 29 per cent dollar sales increase, when compared to last year’s sales. (+19 per cent vs. target)