Cannes Lions

Recode Running

ANONYMOUS CONTENT, Los Angeles / ADIDAS / 2019

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Overview

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Overview

Background

The adidas Ultraboost 19 was inspired by, and made for, a new era of running. A type of running that is more creative, sociable and open than ever before. To celebrate this, adidas launched the ‘Recode Running’ campaign which champions how runners are transforming the sport every time they run.

Execution

While the notion of creativity in sports resonates well in expressive sports with rules, like basketball and football, creativity is not something you think about when you see someone running. The challenge is identifying what creativity in running means and how to unlock the emotion associated with it. "Recode Running" allows adidas to celebrate a new kind of running culture.

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