The Berlin Marathon is one of the world's great running stages. For adidas, it was also the perfect moment to unveil the new adidas EVO running shoe. cip marketing organized the Friends of adidas Running Hospitality - a full race weekend experience for adidas' closest running community, guiding them from the first briefing to the finish line.

The Challenge

A marathon weekend has a life of its own - multiple days, moving parts, and an audience deeply invested in both the sport and the brand. The hospitality had to feel genuinely premium while staying authentic to the running community it was serving. And underneath it all: a new product reveal that needed the right moment to land.

Our Approach

• Full hospitality concept and management for the Friends of adidas Running over the race weekend
• Guest management and programme curation from arrival to race day
• Facts, figures and emotional storytelling woven throughout the weekend experience
• Exclusive unveiling of the new adidas EVO at the right moment in the right setting
• End-to-end event production and coordination ensuring every detail felt considered

The Results

• A standout brand weekend for adidas at one of running's biggest global stages
• Successful reveal of the adidas EVO to an engaged and influential running community
• Deep emotional connection between guests, the brand and the sport
• A hospitality experience that reinforced adidas' position at the heart of running culture