The adidas adizero Sub 2 , adidas’ lightest marathon shoe ever (one shoe weighting 157g) made his debut as a special edition at the Berlin Marathon 2017.
To emphasize the light weight of the shoe, we gave people the possibility to compare it to something tangible in a surprising way.
We placed our print advert with the message “lighter than this newspaper” in the Berlin Marathon magazine that comes with the German newspaper Berliner Morgenpost one day after the marathon.
Lighter than this newspaper. The first marathon shoe with boost light technology.
Managing Director:Florian Hoffmann
Executive Creative Director:Alexander Stauss
Art Directors:Gustavo Sato, Stefano Dessi
Graphic Designers:Gabriela Guzik, Moritz Federlein
Client Service Director:Daniela Strauss