The agency was asked to conceive , which took place from 22 - 25 April.
The 75 x 40-metre space comprised a wal- through tunnel; spotlit banners printed with inspirational messages; a 30-metre-long black-and-white retail and display area for souvenir products; and a specialist technical retail environment with a dedicated children's graffiti zone and women's bra-fitting, apparel and footwear boutique area.
Interactive features included a technical area where runners received coaching advice and gait analysis testing, and the - an interactive gallery where runners were able to openly express and share their goals for running the marathon.
This is the third year that has choreographed Adidas's brand presence and communications campaign at the marathon.
"Participants of the London Marathon are already experiencing something personally life-changing, so trying to impose a different ‘experience' would be inappropriate," said co-founder and creative director of Four23 Warren Bramley. "Instead, we centred the campaign around the individuality of each and every runner, sharing a very personal experience with them at the Marathon Expo and beyond."
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