The brief was to build excitement around the new reflective adidas ultraBOOST Xeno shoe. The challenge was achieving cut through with runners and sneaker-heads that are inundated with new silhouettes, colourways and collabs on a daily basis. All with a limited budget and only two weeks to deliver and execute a concept.
For the modern runner, running has become a form of individual expression, helping them to achieve a new energy that helps them unlock their life goals, whatever they are. As such runners want to look good doing it, and they don’t want to be told what to wear.
These days runners and sneakerheads are inundated with new silhouettes, colour updates and collaborations on a daily basis. Our goal was to cut through that noise with a campaign that perfectly reflected their individualism and style when running.