Adidas using race bibs to create personalised marathon videos for runners

Posted on: Wednesday 15 July 2020

Adidas will be using chips implanted in marathon runners' race bibs to create 30,000 personalised videos in a matter of hours at the Boston Marathon.

 

Share this

Adidas has teamed up with digital agency Grow for an innovative campaign that will see every Boston Marathon runner presented with a personal highlights video at the end of the race.

The Drum reports that every single one of the 30,000 race participants will receive a video highlight reel, even though just seven cameras and 20 technicians will be covering the marathon route.

However, Adidas is fitting every runner's race bib with a special chip that will record their race journey, both visually and with regard to metrics like their pace and split times. Grow will then collate all of this information to create a personalised video for each runner, aiming to deliver these to participants later on the race day itself.

Drew Ungvarsky, chief executive officer and executive creative director at Grow, explained that the team wanted to "transform the entire race into a creation engine".

"The result is an epic personal highlight film for every single runner who becomes part of the legend of this incredible event," he stated.

Share this

Related content

Pinterest has made its max width videos available to all brands using the platform. What benefits will this have?

Pinterest has made its max width videos available to all brands using the platform. What benefits will this have?

Learn more
video comes to Tinder

Video comes to Tinder: The Perfect Match?

Tinder is rolling out a new feature known as Loops, which brings video to the dating app for the first time. 

Learn more

Digital video: Principles for creative best practice

Learn more
projection

BBC, ITV and Channel 4 to invest £125 million in new Freeview app

Three of the UK's biggest TV channels are joining forces to invest in Freeview to ensure it can stand up to competition from services like Netflix and...

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.