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.