Runners in London are different than runners in New York City.
In the British capital, a lot of commuters run to and from work, which means they run early in the morning or later at night, often in rainy weather. Runners in the Big Apple tend to be more intense: they go for longer, faster runs on the city’s concrete grid.
To better serve their customers, adidas designers traveled to various cities, Paris, Los Angeles, Shanghai, and Tokyo (as well as London and New York), to hear directly from the runners themselves. They learned about their routines, hooked the runners up to sensors, analyzed their gaits with motion capture, and discussed how to translate their needs into a shoe.