As part of the campaign to promote its core sports - football, running, basketball and fitness - Adidas launched the “Summer Exercise Country” campaign at the Shanghai Century Park, with the aim of creating the coolest playground in Shanghai.
The month-long event would allow sports fans to experience a wide range of training programs, including shooting and night jogging as well as group and individual exercise classes. In addition, Adidas wanted to set visitors an additional challenge through an innovative promotional idea – to break a Guinness World Records title.
Adidas wanted the challenge to be accessible to as many participants as possible, so Guinness World Records suggested a creative marketing campaign to Adidas to attempt the record for Furthest distance covered on a treadmill in one hour wearing a 20lb pack by a team. In the month running up to the record attempt, the experiential marketing campaign invited sports fans to try out the challenge with 8 runners finally being selected from over 8,500 hopeful candidates.
On the day of the record attempt, the participants were divided into two competing teams of four, with each challenger being given a pair of adidas UltraBOOST shoes to run in as well as the 20-pound pack that they were required to wear for the record attempt. At the end of an exciting and exhausting 60 minutes, the victorious team set a new Guinness World Records title of 2.5 kilometres.