adidas challenged us to illustrate what ‘Greater Every Run’ means for female running creators, whilst continuing to establish the UltraBOOST X as adidas’ premium performance franchise. They wanted us to change perceptions that adidas is more style than substance when it comes to running.
With its unique, adaptive arch UltraBOOST X doesn't just fit your foot, it fits you and the way you run perfectly - leaving you free to transform and evolve with every mile. This was the starting point for our creative idea, drawing inspiration from architectural arches to reflect the unique silhouette of the shoe – building a stage for female running creators to transform, evolve and triumph.
We developed a range of 2D and 3D assets that reveal the runner’s relationship with her urban environment – how she sees it, how she uses it and how it makes her feel. The scale, power and strength of the structures reflect our runner's growing ambition and confidence. As she runs through them they empower her on her journey.
We enlisted cult actor and photographer Cole Sprouse to shoot the campaign, who with over 6 million followers on Instagram, provided the reach to drive awareness and unprecedented Global exposure of the product.
To accompany our 50-second high impact hero film directed by Sarah Chatfield, we selected a killer track to match, composed by Dan Weinberg.
RESULTS
- 3M+ views on YouTube in 2 weeks
- 500K+ likes and thousands of comments on Cole's posts