Adidas Boston Marathon “We all run Boston” 2014

“It was moving for me to watch people interact with and participate in the memorial wall. And really fun to watch the runners on the hamster wheel. There is a lot of satisfaction in designing an interactive space—to seeing real people respond in real time to my work.”  – Linda

One year after the bombing tragedy at the Boston Marathon, Adidas’ charge to their creative studio was to create an on-site experience that asked a world of runners—many who were there that terrible day—to honor those killed and injured. As the designer, Linda helped give runners a voice by designing a message wall that allowed them to express their emotions and write their name in uniting them with others to become part of something bigger than themselves. People spent hours in the space reading the incredible sentiments.  

Also, to express Adidas theme that year of “endless energy,” Linda came up with an idea of creating a giant hamster wheel. (Any kid who every tried to sleep in a room with a pet hamster, knows how truly endless energy can be.) Linda worked with her colleagues at Sparks, some great engineers and a whole bunch of lawyers to bring the idea to life. Who could resist the once-in-a-lifetime chance to run like a hamster? And what better way for Adidas to demonstrate their latest running shoe? 

Creative Studio: Sparks
Design/Design Strategy: Linda Hamlin

• 36,000 sqft pop-up store
• 100,000 plus attendees
• Endless Energy wheels custom treadmill interactive
• Memorial signing walls