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Running enthusiasts in Tokyo face a problem that will probably sound familiar to city dwellers everywhere. The most popular circuit--the leafy 5-kilometer route around the Imperial Palace--is in the heart of the city, taunting commuters who work nearby. Where can office workers change and leave their laptop bags if they want to run before heading home to the suburbs?
Enter Adidas' "Runbase," strategically located a few blocks from the palace and near a major subway station. The center is a facility where runners can rent a locker and shower, and it's also a branded space selling a variety of shoes and apparel. Runbase hosts regular running events and staff is on hand to provide training tips. Visitors can even rent Adidas running shoes for 100 yen, about $1.20, the price of a bottle of water.
"It always staggers me, on a beautiful day, to see someone drive to a gym and run on a treadmill," said Dave Thomas, VP-marketing for Adidas in Japan. "At the moment [Runbase] is only in Japan ... but there's a lot of interest from my counterparts around the world. When people come here, it's one of the things they always want to see."
Japan is among Adidas' top five global markets, but what sets the country apart are its stylish, discerning, tech-savvy consumers, who make it a unique testing ground for product and marketing innovations. TBWA/ Hakuhodo is Adidas' ad agency in Japan.
Leading the way for Adidas is Mr. Thomas, a 14-year veteran who joined the company in his native Australia from Procter & Gamble. Before taking charge of marketing in Japan, the 40-year-old headed Adidas' Creation Center Tokyo, a team of more than 50 designers and marketers who tailor products for Japanese consumers. (There are similar market-specific centers for the U.S. and China.)
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