ADIDAS: THE LONG SLOW RUN Sports adidas United Kingdom
THE BRIEF
Adidas wanted us to show exactly what running means to real runners across the globe, to rail against existing sports marketing conventions, and to create a relatable space that helps all runners see their possibilities.
our insight
During and post the pandemic, running went through a growth spurt. Thousands of new runners fell in love with the sport, its benefits and the art of moving forward. However, with over-commercialised and overbranded campaigns, there was an increasing fear that the sport was detaching itself from the essence of running that makes the sport so special.
the idea
We created an hour-long ASMR film to show all the relaxing benefits of a long slow run – accentuating the runner’s footsteps, breathing, and taking in surrounding sounds. We wanted to show how running feels by creating an immersive and relaxing film to motivate anyone to brave the great outdoors at their own pace.
We partnered with author and mental health advocate Jake Tyler, who walked and ran around the edge of Britain on a year-long journey of self discovery to help his mental health. We wanted to show how running feels by creating an immersive and relaxing film to motivate anyone to brave the great outdoors at their own pace – and Jake was the right partner to showcase more than just the credible benefits of slow running, but the greater mental health benefits of movement.
The new Adistar shoe gave us a unique opportunity to do just that. A shoe designed with slow in mind. We reasserted ourselves at the core of the sport by creating a relatable space that helps all runners see their possibilities.
Results
Innovative marketing
Adidas challenged its own ideals of sport and created a campaign that was reflective of real runners across the globe.
positive reception
Users resonated with the content, praising the material as “so peaceful”, saying that the campaign was illustrated perfectly.