The Brief

KUTSUKASU, a world's first online rental-service for running shoes, allowed runners to find their perfect match simply by answering a few questions about their running lifestyles, and renting their matches just by click-of-buttons. During 3 days period, runners could run anywhere and return them without any maintenance, followed with special discount coupon in return. KUTSUKASU has provided 2,100+ pairs of trial, which fully maximized its capacity. Sales increased by 17% compared to 2010. Through KUTSUKASU, adidas has disrupted a convention that running shoes are tried-on in near stores. Now runners are can try their dream shoes anytime, anywhere.

Describe how the promotion developed from concept to implementation

Finding the perfect pair for runners is a very difficult process and yet a very limited experience only at the stores. Since adidas retail stores were limited in it's location and numbers, not every runner had opportunities to find their perfect match in their neighborhood.　adidas has always been searching for a better way to let all runners to try on adidas shoes anywhere, anytime. Our mission “Let all runners try their perfect match of adidas running shoes anytime, anywhere.”

Describe the success of the promotion with both client and consumer including some quantifiable results

The result was outrageous. In it's 3 months period, KUTSUKASU was able to provided runners with more than 2,100 pairs to try on their anticipated adidas running shoes, where the service has maximized it's capacity. KUTSUKASU has contributed to the sales and has increase 2011’s sales by 17% compared with same season in 2010. Through KUTSUKASU, adidas has disrupted a convention that running shoes are tried-on in near stores. Now runners are can try their dream shoes anytime, anywhere.

Explain why the method of promotion was most relevant to the product or service

“all light all fast” was the concept of adidas’s lightest running shoes line-up. So the service also needed to be light and fast. Digital interface was simply designed, and runners were able to find their perfect match just by clicks of button. A delivery of rental shoes was also fast, allowing runners to try on their favorite shoes the next day at earliest.