UltraBOOSTX is adidas' pinnacle performance product specially designed for women. The strategy behind the PR campaign aimed to establish UltraBOOST X as the ultimate combination of style and performance for women. We selected several channels to build the campaign. The first was Undertheline.net - a leading urban digital destination which tells stories of culture, style, social life, entertainment and people. There we’ve created an exclusive photo session to highlight the special features of the running shoe and to accent on the new colourways available for FW17. Another channel was elle.bg. We drove awareness and desirability of UltraBOOST X in a compelling and authentic way, presenting it as the greatest running shoe specially designed for female runners through a series of special articles created by the elle.bg editorial team. The campaign had a huge impact on influencers’ social media.