The adidas_1 has a sensor in the heel to gauge the type of terrain as well as the weight of the runner, and then adapt the cushioning for comfort.
The six-week campaign targets the 17 to 21 age group, while continuing the 'Impossible is nothing' tag-line, with TV, print and poster ads. Outdoors, the entire Hang Lung Centre in the high traffic area of Causeway Bay will have an Adidas wrap and a giant adidas_1 shoe on top. The insides of MongKok and TsimShaTsui MTR stations have been dressed, and the shoes have been showcased in three key Nokia stores.
The online component was overseen by One Xeno, with banner advertising on select portals, an eBay auction for a pair of the shoes and a tie-in with Yahoo Messenger.
"The challenge for us is to lead in innovation, design, communication and retail, and we have proven that we are a clear leader with the launch of adidas_1," said Colin Currie, general manager, Adidas Hong Kong.
TBWA developed the creative for the campaign, with Carat handling media and Strategic Public Relations Group on PR.
Adidas goes big for launch of first 'intelligent' shoe
Adidas has launched the world's first 'intelligent' shoe, the adidas_1, with what it says is its largest through-the-line media campaign this year.