Following the success of its earlier models, PureBOOST DPR needs to evolve to break through the increasingly competitive market. To spark brand love, Adidas needs to help create street running culture and establish its authenticity. Noticing that runners are running the same route every day, Adidas wants to inspire them to go explore their own city. We launched PureBOOST activation – inviting runners to find a party by test driving the PureBOOST DPR on the way.