On the 25th of March 2015, adidas hosted their first ever #boostlondon, “the energy takeover” event. Much of the event was kept under wraps and hushes, and runners who signed up had little clues as to what the run entailed. The only concrete information I could find about this run was the following:
-It is a 10km run.
-The start is located in Elephant & Castle, Lambeth.
-There will be a labyrinth/maze concept to the run.
-Runners need to bring a fully charged smartphone (to help ‘navigate the Labyrinth’).
-And that this event will be “like no other”.
Registration was limited, and hopeful runners could sign-up for the event, with only a handful being successful. Apparently, the selection process was random. Although I am not aware of the figures, it would appear that there were between 200-250 runners there on the night. Before the event, runners were sent a race pack consisting of an adidas branded “energy takeover” T-shirt, a smartphone armband (which is suitable for an iPhone 5 sized mobile) and an information leaflet.