ADIDAS CHEERS ON RUNNERS AT THE MADRID MARATHON AT CALLAO CITY LIGHTS

Madrid hosted its marathon, and Adidas didn’t want to miss out. To mark the occasion, the sportswear brand featured in an exclusive one-hour broadcast on the outdoor screens at Cines Callao. Under the slogan “You got this”, the cornerstone of its communication strategy over the last two years, Adidas sent a message of encouragement to the nearly 47,000 runners who took to the city’s streets that day.

The race, organised by the Mapoma Sports Association, holds the International Association of Athletics Federations’ Gold Label, placing it among the major international events alongside marathons such as New York, London and Berlin.

The event took place on Sunday 26 April and wound its way through the centre of the capital across its three categories: marathon (42 kilometres), half marathon (21 kilometres) and 10 kilometres.