Inmates aren’t often admired, except for their great shape.
In fact, over 60% of all inmates in the UK get a PT qualification, but only 1% use their qualification when they leave prison.
In this spec idea we consider what could happen if Adidas would help the best inmates to reintegrate in society. It’s a second chance for inmates and a first-class training for fitness junkies.
A tough challange
Inmates don’t get any equipment, so we won’t use any either.
All you need is your own bodyweight and instructions from a qualified inmate. They’ll create a workout plan for you and track your progress online.
Launch
We’ll ask celebrities to join our inmates in their prison cells.
Do they have what it takes to survive a prison routine? Every video links to a full playlist of workout tutorials made exclusively by the inmates.
OOH
We’ll create intrigue with provocative and motivating headlines across gritty looking Out Of Home locations.
Extreme prison escape
In a special challenge we’ll make limited tickets available for a very extreme escape room: a prison escape. Set in a former prison, we’ll create a series of challenges for our athletes to make their way out.
Snapchat lens
The gym-selfie is a classic on social media. People take pride in their workout achievements, so let’s set their bar a little higher: we’ll challenge them with a very special snapchat lens, one that you need to earn.
Gym collab
To complete the campaign we’ll sponsor gyms who hire ex-offenders. Combined with sports scholarships for inmates, we’ll make a lasting impact and long term commitment for reintegration.