adidas District

The 2026 Paris Marathon weekend was the chosen platform for adidas to launch an unprecedented activation: adidas District. A setup built around the Evo SL, designed to anchor the new shoe in one of the most significant moments on the Parisian running calendar. The ambition went beyond a simple product launch: to create a memorable life experience, capable of reaching runners where they are, at the heart of the city, in the effort, in the sharing. We therefore conceived a setup on Rue Oberkampf, built around three activated venues over four days. At adi garden, the Evo SL took centre stage: product discovery, test sessions, and immersion in the adidas running universe. At adi coffee, the activation took on a softer, lifestyle and community tone, welcoming both casual Sunday runners and urban culture enthusiasts alike. At adi care, the experience extended into recovery and wellbeing, in direct resonance with the expectations of an audience that had just run the Marathon. Running through the entire setup, we orchestrated the coherence of the space, the programming, and the online presence, in collaboration with runpack. A social media coverage strategy designed to make adidas District exist beyond the tarmac, in content, in conversation, over time, at the heart of the community.