Your very own ‘Mission Impossible’

In France, Adidas were struggling to reach young guys. So, knowing their love for action-packed movies, they created a campaign that made them stars of their very own ‘Mission Impossible’ adventure.

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During the ‘Ready To Run’ campaign, anyone trying on a Climacool running shoe was snatched, bundled into a van and asked to complete a mission. If they accepted, they were given a pair of Climacool running shoes and dropped on the middle of the street.

Tasks included anything from delivering pizzas to a man in a helicopter and sneaking into hotels to skydiving. If successful, ‘contestants’ were rewarded by the chance to meet French Adidas celebrities.

The result – 500% jump in Climacools tried on during the campaign, as young people were eager to become the heroes of their own incredible mission.
Via. http://www.psfk.com/2012/06/adidas-warns-fans-you-may-be-kidnapped-when-trying-on-that-running-shoe.html