“Change lives through sport in cities worldwide”. The task was to use the power of sport as a catalyst for change, with an innovative adidas product, service, brand experience or campaign for 17-25 year olds in a key city. What can adidas do for or with them to improve the fabric of their city?
Adidas Pride is not only about a pair of shoes. It’s also about challenging young people to get back their interest in sport. Adidas Pride uses social media to reach the young through their new running app. Adidas Pride targets young people who are likely to loose their interest in sport in big cities where life is so fast paced. The new Pride app connects people while they are running. Pride will select an app user each week whose profile will be displayed on a digital screen at Piccadilly Circus as the runner of the week.