The outdoor and digital activity will promote the system by which consumers can use a mobile app to follow friends and family members' progress through the race.
The app, created by digital agency Marvellous, works by tracking an RFID timing chip attached to the runner's shoes. Users must enter the race number of runners, and can follow up to 10 participants at any one time.
Adidas is now looking to extend the app, first launched three years ago, to Facebook, in an effort to create the UK's biggest live sporting event on a social media site. The app goes live 24 hours before the start of the race.
This year's London Marathon is the first to feature new title sponsor Virgin Money, which signed a £17m, five-year deal to replace Unilever brand Flora.
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