Brand Logo


People reached


Female visitors


Min average duration


With decline in female participation in running during the cold, dark and potentially unsafe winter months, we needed to raise awareness of the launch of adidas Pure Boost X - the female-only range of running trainers that generate energy as you use them – while empowering females to ‘take back their park’ by lighting up the dark.  


We created a unique event space in the shape of the ‘X’ chromosome, with a mile-long illuminated running track enabling women to continue running in safely later in the evening. Inside the ‘X’ we created an event space accommodating a 10-day schedule of exercise classes and immersive social events. The floor inside used energy from our audience to power the lighting.


10,000 female runners came into the ‘X’ or used the park with the average engagement time of 60 minutes.  Social posts from the event reached over 3.6 million people.