The people of Boston don't just get into The Boston Marathon. They embrace it with a cultish fervor. The town even declares it a holiday so everyone can take off work and enjoy the race. For this campaign, we tapped into the all-out passion and excitement that surrounds this historic race.

On a side note, we had no idea there would be so many approvals involved. Not only did we have to go through all the layers at adidas and with the Boston Athletic Association, but we even needed approval from some of the city councils of the towns the race runs through.