Adidas marked 10 years with runners in Mexico City, countering Nike’s ambush with route-wide messages of belief and community.

What Nike Did in Buenos Aires

In Buenos Aires, Nike leveraged out-of-home placements around the half marathon to spark conversation without relying on official sponsorship status. The creative leaned on emotion and surprise, intercepting runners and spectators at high-attention points to maximize shareability and word of mouth.

How adidas Responded in Mexico City

In Mexico City, adidas placed route-wide messages at strategic touchpoints, speaking directly to participants’ mindset on race day. Rather than chasing spectacle, the copy reinforced continuity and belief:

“10 years alongside those who make it epic.”
“Without someone who believes in you, there is no marathon.”

This approach positioned adidas as a long-term partner to the running community, emphasizing credibility and consistency over short-term shock value.

Two Philosophies, Two Outcomes

Nike’s tactic aims for rapid attention and cultural chatter; adidas optimizes for trust, belonging, and brand equity among runners. Both can work—one drives immediate virality, the other deepens loyalty and long-term preference.

Why adidas’ Messaging Resonates on Race Day

On marathon day, runners are hyper-focused. Messaging that validates preparation, community, and belief aligns with the emotions they’re living in the moment. By meeting runners where they are—physically and psychologically—adidas converted the course itself into a brand narrative about endurance and support.