Spotify, Adidas playlist creator sings to runners
By Caitlyn Bohannon
May 30, 2014
Digital music service Spotify and
athletic brand Adidas have teamed together to promote the new #BoostYourRun
trend by devising personalized playlists for runners.
Spotify and Adidas aim to maximize
workouts by using location, music preference and desired workout intensity
level to revamp the user experience. The #BoostYourRun campaign works alongside
Adidas existing Boost running shoe collection, encouraging runners to employ
the Boost cushioning technology.
Its a good mix: Adidas will attract runners
who will now discover this new music service, and Spotify will attract music
lovers who will keep Adidas top of mind when its time to shop for new items,
said Tony Vlismas, Head of Marketing Strategy at Polar.
Sandhya Suryam, marketing director at Atimi, agrees.
“Music and running go hand in hand,” Ms. Suryam said. “It’s a natural fit that brands that provide these services work together.It’s about creating inspirations and simplifications for people to run.”
Mr. Vlismas and Ms. Suryam are not affiliated with Adidas
or Spotify, but agreed to comment based on his expertise.
Adidas nor Spotify commented before press deadline.
Building a community
@AdidasRunning tweeted the information with a photo of runners wearing the
Boost running shoes and its account has been repeatedly tweeting periodically
to spread the word.
@AdidasRunning continues to tweet the news about #BoostYourRun
Along with using social media to gain
awareness, a YouTube video has been created for additional inspiration using
upbeat music, runners traversing through a city and an up-close view of Boost
running shoes. The video is 45 seconds long.
Its not what you put into your run,
its what you get out of it, the commercial reads. Boost your energy. Boost
To use the playlist creator, runners
first enter their city, favorite running track, distance willing to run and
intensity level. There is also a map to view exact location.
The tool then generates a handful of
routes in the nearby area to choose from, and users can save preferred routes
to use frequently.
Steps to create a personalized playlist
By eliminating the time it requires to
build a workout playlist, exercise enthusiasts are able to spend more time
running and less time planning.
The movement also aims to create a
community among its followers. Runners can share stories and gain inspiration
by reading the stories of experience from other users through the #BoostYourRun
hashtag. Participants often share workout achievements via social media, such
as Twitter, Facebook and Instagram.
A look at live tweets responding to the #BoostYourRun movement
Spreading the socialization
Adidas Group continues its mobile social
run with a new platform for Reebok intended to serve as a hub for athletes as
well as a bluetooth-enabled Adidas soccer ball that links to a smartphone.
Users of Reebooks new Fitleague
application can receive updates on Fitleague-specific workouts, and informative
articles pertaining to their own fitness, training programs and goals. The
newly launched Adidas miCoach Smart Ball is a soccer ball that analyzes its
movements through the air as well as foot touch points of impact to coach users
to take better kicks, passes and shots (see story).
Adidas is also taking its customized
sneaker program to the next level via a new mobile application enabling users
to apply a photographic image to create their own ZX Fluxshoe and have it
The sportswear brand has offered the mi
adidas sneaker customization program for several years but in the past it
entailed enabling customers to pick from a variety of available materials,
colors and prints as well as being able to add their name, a country flag for
team logo. With the help of the mobile app, customers will have significantly
more creative freedom to design their sneakers(see story).
Collaboration between brands has been
commonly known to generate positive results across multiple sectors. By
widening the bridge of opportunities, all parties benefit.
I think both brands want to be synonymous
with health and fitness, Mr. Vlismas said. It gives each brand a chance to
communicate with the other brands readers to bridge that gap.
Caitlyn Bohannon, editorial assistant on
Mobile Marketer, New York