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During last year’s Summer Olympics, TBWA creative director John Merrifield promoted Adidas by hanging climbers from the sides of 33-story buildings in Tokyo and Hong Kong so they could race a vertical 100-meter sprint. The winning racer took home $10,000. The year before, he and his team hoisted two acrobats 12 stories above ground to play vertical soccer on giant Adidas billboards in downtown Tokyo and Osaka.

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