Adidas conducted a "speed experiment" in Shanghai, integrating running, F1, and music into the same scenario | The Frontline

After running became a part of urban lifestyle, the competition among brands has also shifted from mere performance to cultural expression.

On the eve of the 2026 Shanghai Half Marathon and the F1 Chinese Grand Prix, German sports brand Adidas set up an offline event called "Speed Experiment Field" along the Shanghai riverside. The brand brought running, racing, and music into the same scenario. Through the cross - border cooperation of athletes, racers, and musicians , for a sports brand with a history of more than seventy years, this might be a way to reinterpret "speed".

The three core figures at the event site were Su Yiming, an Olympic champion in snowboarding, George Russell (a Mercedes - AMG F1 driver), and musician Dou Jingtong. In the opening session, Russell drove an AMG sports car to perform a drift show with Su Yiming sitting in the passenger seat. The roar of the car engine became the most intuitive "speed signal" of the whole event. Subsequently, the athletes led a hundred runners to complete a 3 - kilometer sprint. The devices worn by the participants recorded their heart rates and step frequencies in real - time, which were linked with the on - site lighting and music systems.

This design revolves around a simple concept: BPM. It is not only the unit of beats in music but also corresponds to the heart - rate rhythm of runners and the rotation speed of racing car engines. At the event site, the three rhythms were superimposed. When the overall heart rate of the runners reached the set threshold, the stage music and lighting were triggered accordingly, and the running process was transformed into a real - time sound and visual performance.

The event site

The music part was completed by Dou Jingtong. She created an original work themed on speed for the event and performed it live for the first time. Subsequently, the local electronic music label SYSTEM took over the performance, shifting the atmosphere of the venue to a rhythm closer to an electronic music party. The three cultures of sports, racing, and music intersect in the same space. This mixed - scenario strategy has been frequently used by Adidas in its running marketing in recent years.

At the product level, the core of the event revolved around the ADIZERO running shoe series, with the ADIZERO EVO SL being the key showcase. This pair of shoes was launched in 2025 and is positioned as a competitive training running shoe. It also emphasizes the appearance design, making it suitable for both training and daily wear. In the past few years, the ADIZERO series has become the main driving force for the growth of Adidas' running business. According to the company's financial report, in 2025, the revenue of Adidas' running category increased by more than 30% year - on - year, with the ADIZERO 0 (including ADIZERO EVO SL) series making a significant contribution.

The design concept of the EVO SL continues the lightweight and high - speed route of the series, and its color scheme and shoe shape are closer to trendy products. In the past year, these shoes have frequently appeared in urban running club activities and fashion week scenarios, expanding from the professional running circle to a broader lifestyle field. Adidas internally refers to this phenomenon as "speed aesthetics", which means transforming the performance language of running into a visual style acceptable in daily culture.

"The most intuitive feeling this pair of shoes gives me is lightness. Secondly, it is very versatile and can meet almost all my needs, such as running and cycling. In daily life, it can also be well - matched with various clothes. It's a practical and fashionable choice." Su Yiming at the event site told 36Kr.

At the "Speed Experiment Field" site, the brand specially set up two display areas: one for displaying the entire ADIZERO running shoe series and racing equipment, and the other for presenting the new color schemes and clothing series of the EVO SL. Participants could generate personal speed - themed videos or take stylized photos in the interactive area, and these contents would then be shared on social platforms.

Multiple co - branded series of ADIZERO on display at the event site. The picture shows the co - branded model with Jamaican reggae legend Bob Marley.

On the same day, George Russell also held a fan meet - and - greet at the Adidas brand center on Nanjing East Road in Shanghai. This is also an offline promotion activity in the Chinese market after the brand's cooperation with the Mercedes - AMG team. Russell said at the event that he was deeply impressed by the Chinese race weekend and the fan atmosphere, and also mentioned that he uses Adidas clothing and equipment in his daily training and travels.

This event also kicked off what the brand calls the "Speed Sports Month". In the next month, Adidas will collaborate with training camps, running communities, and events such as the Shanghai Half Marathon in China, and strengthen its presence in running culture through a series of activities.