adidas: Runner 321

Audrey Zink, Tim Welsh, Shelley Brown

Sportswear manufacturer adidas introduced the Runner 321 movement with the world's first sponsored athlete with Down Syndrome, Chris Nikic, to generate awareness and acceptance of neurodivergent athletes at the world's largest organised marathons, and challenge societal expectations of these individuals and what they're capable of within mainstream sport.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: FCB TORONTO, CanadaIdea creation: Current Global Chicago Market: North America (general region) Sector: Clothing, apparel Media channels: Merchandise & free gifts, Social media, Public relations, Websites & micrositesBudget: Up to 500k

Executive summary

Sports fans idolize and identify with those who achieve the impossible. One of the most common symbols for inspiring the next generation of athletes is an iconic number. Michael Jordan’s 23, Lionel Messi’s 10, or Wayne Gretzky’s 99. Iconic numbers that represent...

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