adidas Launch x London Marathon
A global launch event for the adidas Adios Pro Evo 2 premium running shoe and a celebration of the community timed to drop as a four day experiential activation across London Marathon weekend 2025.
The event featured a number of different activities which recognised the city’s fast runners and cultural pioneers including:
An immersive experience on the Friday which saw Holborn’s Kingsway Tunnel turned into a ‘Fast Track’, where guests laced up the new Adizero Adios Pro Evo 2 and pushed themselves to match the finishing pace of adidas athlete Peres Jepchirchir
Musical performances from some of the UK’s leading artists, including Giggs and DJ duo Overmono
Panel sessions led by community leaders, as well as shake out runs around the British capital.
I was commissioned by M&C Saatchi Sports & Entertainment in a freelance capacity to direct the environmental design, site-specific motion content and a custom Unreal engine gamified running experience for a large format pop-up event situated off Trafalgar Square in London.
Working in collaboration with the awesome team at nine. productions, 3D artists and content production leads at Pixel Artworks and Studio Private I delivered a multi-sensory brand activation space with responsibility across all physical design and material elements, tech integration and guest experience planning.
The build was impeccably brought to life by the team at Realise Live, including an infinity effect entrance tunnel, 360° circular video atrium engineered by 4Wall and various custom designed installation pieces and product display features inspired by and referencing the iconic adidas trefoil brand marque.
Activation space exterior situated off Trafalgar Square (all images are IRL, not renders).
Multi-screen video commission directed by Thomas Rawle, produced by Studio Private
Custom designed immersive digital running experience.
Alongside the Trafalgar square activation, nine. directed and produced an athlete and influencer launch stunt in Kingsway Tram Tunnel - an underground run club experience that invited participants to put their speed to the test with a bespoke sound + lighting scape, with a pop-up run track and a surprise DJ set with Overmono.
