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A sponsorship can be background noise - or it can own the room. I chose the second option.
As main sponsor of the Tel Aviv Marathon, we built a large, unmissable complex at the finish line. But the real story was what happened inside.
I set one rule: only runners wearing Adidas shoes got the BOOST FINISHER shirt - a limited edition piece, unavailable anywhere else. Not in stores. Not online. Only here. Only today.
The FOMO was immediate. Runners were spotted swapping shoes with strangers on the street, borrowing from friends, doing whatever it took - just to walk in wearing Adidas and walk out with that shirt.
We didn't just sponsor the marathon. We stole the show.