Brand owner: adidas India
Lead agency: Taproot
Media channels: Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio & audio, Social media, Television
Budget: Up to 500k
While product innovation and celebrity-led communication are characteristic of the sports footwear category, there's been very little in terms of brand action that lives up to the larger-than-life brand philosophies like 'Just do it', 'Write the future', 'Impossible is nothing', 'Find your greatness', 'Fan the fear', etc.
Adidas India realised that in this world of motivational messaging with diminishing returns for the brand, there was an immense opportunity in 'walking the category talk' to gain invaluable share of mind. Adidas' motto of 'No athlete left behind' was the incubator for the innovation of Odds: a pair of shoes with two rights or two lefts, which were designed and made available for amputees.