adidas Running ‘Beyond The Track’ Sports adidas United Kingdom
Building upon the post 2021 Olympics hype, adidas wanted to grow the social following of their top track and field athletes, making consumers aware that they are unmistakably adidas ambassadors.
The sporting category is full of noise and mainstream sports fans don’t pay much attention to track and field or its athletes outside of major events. We needed to tell new stories about these athletes that cut through the noise, stories that aligned to our brand belief ‘through sport, we have the power to change lives’.
We produced nine deeply personal films to shine a light on adidas Running ambassadors Ajeé Wilson, Erriyon Knighton, Grant Holloway, Shaunae Miller-Uibo, Keni Harrison, Noah Lyles, Steven Gardiner, Tamari Davis and Wayde van Niekerk. We held interviews with each athlete to ensure their bespoke stories were told, meaning we raised their profiles on social and, in turn, on adidas Running.
The films showcased what these individuals run for – where they’ve been, where they’re going, the challenges they’ve faced, what the future holds for them – all with the aim of motivating more people to experience the transformative power of running for themselves. Each athlete was given their own individual film to launch before the 2022 World Championships in Oregon.
When the championships began, we launched our hero film that combined all the athletes together in one film, and celebrated their collective ambition to outrun their possibilities and what defines them as people beyond the track.