Through a lead ad, we challenged them to try the two products: the shoe and the app.
We designed an intelligent circuit that randomly personalized the route of each runner so that they did not know their position in the race.
We do not allow the use of devices that measure time or distance.
We summoned ZUKER to develop a set that through the BPM could stimulate the rhythm of the runners at different moments of the race.
The music determined the beginning and the end of it and the app determined who was the runner to cover the greatest distance. In the end we transform a product into a personal challenge.