ADIDAS RUNNING REFUEL CITY SERIES

Refuel is a global concept built around a simple insight: for marathon runners, it isn’t about the time, it’s about the experience. Rooted in a consumer-first perspective, the project reimagines post-race behavior as a cultural ritual. After months of restraint and discipline, runners arrive in iconic cities ready to indulge, seeking out local food, atmosphere, and memorabilia that mark the moment.

The opportunity was to transform this window into a branded experience that feels both deeply local and globally cohesive. Refuel connects six major marathon cities, as well as brand key cities, New York, Berlin, Boston, Chicago, London, and Tokyo, through a system of bespoke products and activations. Each expression is uniquely shaped by its city, embedding cultural references, culinary cues, and hidden details into collectible packaging designed to reward the journey. The art direction leans into contrast: high-performance meets playful indulgence. A visual language of bold colors, tactile materials, and unexpected formats captures the emotional shift from serious performance to celebration, punctuated with easter eggs.

Tone and messaging mirror the optimism and energy of race-day supporters, creating a system that feels human, encouraging, and culturally fluent.

Designed for scalability, the platform balances consistency with flexibility, allowing each city to tell an authentic story while contributing to a larger global narrative.