PORTLAND, OR: Adidas has launched a global campaign to educate consumers about the newest innovations in its “Energy Boost” running shoe collection.
The sneaker, which will hit stores around the world on February 27, was introduced to the media last week at a launch event in New York. More than 400 press outlets from nearly 30 countries attended the event, said Lauren Lamkin, head of PR for Adidas America.
She said the objectives of the “Introduction of Boost” campaign are to showcase Adidas' long heritage in sports innovation and to generate greater conversations around Adidas' running division.
The company will also release another running shoe this spring called Springblade, said Lamkin.
Hill+Knowlton Strategies, a longtime PR agency partner of Adidas, has helped to get its messages out about the new shoe, Lamkin said.
At the media event, Adidas allowed journalists to talk to the brand's innovation team and meet the engineers behind the shoe so they could learn how the Boost foam cushioning helps runners save energy and go longer distances.
To continue creating buzz, Lamkin said the company will leverage its social media platforms. The Adidas Running Facebook page has more than 1.4 million “likes,” and its Twitter account has more than 415,000 followers.
“The main strategy behind social is about fueling conversation with compelling and disruptive content that gets consumers really engaged,” she explained.
Adidas is posting videos, photos, and stats about Boost on its social channels to educate fans about the technology and empower them to join the conversation.
The company has also engaged a wide range of press outlets, including including lifestyle, running, sports, business, and technology media.She added that for the Boost introduction, Sportsmark handled hospitality, Sockeye worked on creative, and Henry V oversaw production. Isobar also worked on digital.