Gear

Adidas Trades Shoes With Bolder Boulder Runners

A clever bit of guerrilla marketing before the famous 10K race.

In an clever marketing effort, Adidas representatives hit the streets of Boulder, Colo., before Monday’s Bolder Boulder 10K armed with boxes of the new Adidas Ultra Boost. Their mission? To get runners to donate the running shoes they were planning on racing in, and instead race in the new Ultra Boosts.

Not surprisingly, Adidas ran out of shoes fast, with about 50 runners agreeing to swap their shoes for the new $180 Ultra Boosts, with the old shoes donated to Soles4Souls, a non-profit that distributes clothing and shoes to fight poverty.

RELATED: Photos: First Look at the Adidas Ultra Boost

RELATED: Photos From the 2015 Bolder Boulder 10K