Adidas launched a new sneaker designed for the runner that has no limits. The Nite Jogger: the quintessential running sneaker for any time of day. With a standout daytime look whose detailing turns to visible reflective accents into the night, this sneaker is engineered for those who believe ‘It’s Never Too Late’ to pursue their passion. For two nights in a row, we rolled out a fully branded food truck to bring the Adidas Nite Jogger and what it stands for to life.
At 8pm, the sun set and the moon came out. We did too. Night-time acted as the perfect backdrop to not only highlight the reflective detailing of the Nite Jogger, but also encourage creative expression in the dark of the night. We drove an Adidas branded food truck around the streets of New York City, giving away coffee, donuts, and branded giveaways. What’s more? We handed out scratch off tickets that gave customers the chance to win a bag or a pair of Nite Joggers! And if you weren’t a lucky winner, you still had the chance to purchase the sneakers right then and there so you didn’t have to wait a second longer to get them in your hands. The eye-catching nighttime pop-up, with reflective accents on the truck and Adidas branding projected on the sidewalks, made jaws drop and people stop to explore new contexts in which to express their creativity.
- Adidas Client
At 12am, it was our time to go. But the response and reception was nothing short of staggering. Over the course of the two nights, we handed out over 1k unexpected giveaways and sold 500 sneakers on-site. It was an event full of light and inspiration as we celebrated the launch of the Adidas Nite Jogger and the message the sneakers seek to embody.
Sneaker launch pop-up
Coffee and custom donuts