Adidas says it will create unique videos for all Runners in the Boston Marathon

Roughly 30,000 runners will compete in the Boston Marathon on Patriot’s Day, and Adidas says it will create unique videos for every runner delivered within hours after the race is over. To celebrate 30 years of partnership between Adidas and the Boston Marathon this campaign is a monumental task. Here's how it is going to works: data generated by RFID chips on race bibs, like pace and split times combined with street mats that broadcast ultra-high frequency radio signals from antennas allow Adidas, in partnership with digital agency Grow, to capture individual videos using just seven cameras and a 20-person crew around the 26.2-mile course. The highlight reel will combine scenes from race day against an inspiring soundtrack. Personal footage will be captured at the 15K mark and finish line. Trial runs at other road races, storyboarding and prototyping with prescriptive camera angles, shot lists and sound effects will eliminate excess footage and unnecessary editing to make quick delivery a possibility. “We’re capturing the excitement, support and celebration that is Boston in a way no one has ever done before,” said Paul Bowyer, head of Adidas Running US. Runners will receive an email from the BAA after the race to access their sharable videos.

posted Thursday April 5th