Usal Project | Adidas LA Marathon Takeover

Adidas LA Marathon Takeover

Race Week Starts Here: Mile Zero.

Mile Zero was a four-day takeover of Satellite and Annex House by Usal and adidas during LA Marathon week, transforming both spaces into the central hub for runners, community, and race week culture. The takeover included shakeout runs, product launches, recovery programming, community events, a marathon cheer station, and a post-race celebration — positioning Satellite as the home base for LA Marathon week. The idea behind Mile Zero was simple: every race starts somewhere — this was Mile Zero.

Objective

The objective of Mile Zero was to position adidas at the center of LA Marathon culture by creating a physical and cultural home base for runners throughout race week. Rather than a single event, the goal was to build a multi-day experience that supported runners before, during, and after the race while integrating product, recovery, community, and content.

Key goals

Create a central hub for LA Marathon runners
Launch and showcase adidas running products
Support runners with shakeout runs and recovery programming
Produce content throughout race week
Seed product to runners and creators
Build cultural presence around the marathon
Drive community engagement and foot traffic to Satellite
Extend the experience beyond race day through content and UGC

Satellite

Satellite transformed into Mile Zero Basecamp, serving as the primary gathering space for runners throughout the week. The space functioned as a retail pop-up, café, meeting point for runs, and community hub where runners could explore adidas product, pick up race gear, and connect with the LA running community.

Annex House

Annex House became the adidas Recovery House, offering runners a place to recover and reset before and after the marathon. The space focused on restoration and performance recovery, turning race week into a full experience rather than just a race day.

LAM Cheer Station

Usal and adidas also hosted an official cheer station along the LA Marathon course near Satellite, creating a high-energy support point for runners during the race. The cheer station featured music, fuel, signage, and community support, connecting the physical race course back to Mile Zero headquarters.

Influencer Dinner

Usal hosted an intimate influencer and community dinner at Wildes in Los Feliz. The dinner brought together runners, creatives, community leaders, and brand partners for an evening centered around food, conversation, and product seeding ahead of marathon weekend.

By the Numbers

Over 2,000 total visitors of the Mile Zero pop up
Over 500 runners at our official shake out run
Sold out rsvp's for our Recover House services
Over 1,000,000 online impressions