The Billboard Run

70% of urban runners follow the same routes daily, losing motivation. adidas saw an opportunity to give them a new reason to run. The Billboard Run turned digital billboards into race checkpoints, transforming Stockholm into a running course without boundaries. To start a race, runners triggered a countdown on the billboard and their phone. As they raced, stats were tracked and displayed in real-time. The finish line billboard displayed time and leaderboards, making competition public and immediate. By blending billboards, movement, and competition, Adidas became part of running culture.