Great escape

Adidas sends potential buyers on a mission.
12 07 02 Adidas

Every kid dreams of staring in their own action movie, escaping bad guys, going on missions and saving the day. In France, to boost interest in running shoes (research shows French kids hate running) Adidas and Sid Lee hatched a scheme: kidnap unsuspecting shoe shoppers trying on Climacool sneakers, then have them run around the city in an adrenaline-fueled chase while they complete tasks such as wearing a lion costume, buying a pound of meat and jumping out of an airplane. The payoff was meeting some French celebs. Très excitant!


Advertiser: Adidas
Agency: Sid Lee