Adidas Boston Marathon

To solidify Adidas’s longstanding connection to the Boston Marathon, our team delivered a large-scale retail experience that celebrated the heritage and legacy of both the Boston Athletic Association (BAA) and Adidas. Transforming over 15,750 square feet at Boston’s Seaport Convention Center, the activation offered more than just a premium shopping opportunity—it allowed guests to connect with the shared history of the marathon and the brand in a meaningful way. The experience featured hero product displays, a custom message wall where runners shared their unique journeys, and social moments like the visualized-energy-return track, which brought the spirit of running to life. Guests could also explore a thoughtfully designed timeline showcasing historic photos and stories from Adidas’s three-decade-long partnership with the Boston Marathon, highlighting the evolution and shared milestones of these two iconic institutions. The ambiance, guided by the concept of “Guided by the Light,” used dynamic gradients and soft lighting to keep the energy of the marathon alive while providing a calm, welcoming space for attendees. Over three days, more than 80,000 attendees explored the space, celebrating the rich history of the Boston Marathon and Adidas while engaging with this immersive and meaningful experience.

After an amazing year we were able to partner with Adidas for their next two Boston Marathon partnerships.

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