How to launch a premium product without a premium budget?


To launch a new premium-grade running shoe with a minimal media budget.


30 runners known to be active on social media were invited to adidasheimo™ (= adidastribe) running school that was packed with exclusive share-worthy experiences.


Adidas Boost running shoes have responsive cushioning, delivering great energy return: The more energy you give, the more you get.

adidas case kuva wide


2nd in the market in six months. Adidas Boost running shoes where sold out from all the partnering stores. Over 4200 posts with #adidasheimo hashtag.

22 %

Sales Growth


In the Market


#adidasheimo posts

adidas case 1
adidas case 2

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