2024 Boston Marathon Activation

For the 2024 Boston Marathon, my primary focus was to drive sales and product trials to meet our $4M sales target at the expo. Working with my team, we utilized running metric software to educate runners on their gait and demonstrate how our footwear could enhance their performance.

In addition to supporting the expo, I led and managed community events leading up to the marathon, ensuring adidas remained present and relevant in the Boston running community. I collaborated with Marathon Sports and trade marketing to finalize the Stop & Shop branded adidas space at the Marathon Sports Boston location, featuring all Boston Marathon SMUs. Through shake-out runs with Marathon Sports and Heartbreak Hill, we engaged participants with product trials, building excitement for the brand in the week leading up to race day.

The success of the project was tracked through:

Sales metrics: We closely monitored real-time sales at the expo to ensure we met our $4M sales target.

Product trials: The number of product trials conducted and the feedback we gathered helped assess the effectiveness of our activations.

Engagement: We tracked consumer engagement at the expo and through community events to maintain high levels of interaction and education.

Through strong leadership and collaboration, we not only met our sales goals but also strengthened our connection with the local running community, ensuring adidas’s ongoing presence and relevance throughout the Boston Marathon experience.