To strengthen brand awareness for adidas Eyewear, Marcolin partnered with cip marketing to deliver a series of running-focused activations across Europe and the US. Timed around major race weekends, the campaign brought together PR partners, media representatives and selected running communities through shared movement and authentic brand experiences - from shakeout runs in Paris, Boston, New York, Berlin and London to immersive trail and hut-to-hut experiences in the Alps and the US.

The Challenge

Create meaningful experiences that connected performance, mindset and community - without relying on traditional product marketing. Each activation had to balance premium brand presentation with genuine running culture, maintain consistent execution across multiple international markets, and generate strong PR and social media potential through content-friendly environments and curated guest experiences.

Our Approach

• International activation coordination and operational execution across Europe and the US
• Guided shakeout runs in Paris, Boston, New York, Berlin and London timed around major race weekends
• Immersive trail and hut-to-hut experiences in the Alps and the US for journalists and creators
• Expert-led sessions, mindfulness moments and post-run recovery spaces at every location
• Curated seeding packages for media and PR guests
• Athlete, coach and expert integration into the activation experience
• Hospitality and guest experience management throughout

The Results

• Activations successfully delivered across Europe and the US
• Shakeout runs in Paris, Boston, New York, Berlin and London connecting adidas Eyewear with running culture
• Strong international PR and media engagement
• High-impact social content created through authentic, community-driven environments
• Consistent execution across multiple international markets
• adidas Eyewear positioned at the heart of global running and outdoor culture