adidas’ Runner 321 created a global movement toward inclusivity that continues to grow, starting with a single activation. We sought to give the running community, and neurodivergent runners specifically, the experience of seeing inclusivity in their sport. We convinced all six major marathons around the world to reserve a specific bib number for a qualified neurodivergent athlete. Chris Nikic, the world’s first sponsored athlete with Down syndrome and the face of our campaign, debuted as the first adidas Runner 321 at the 2022 Boston Marathon. We have since activated Bib 321 at 252 races, including marathons sponsored by adidas’ competitors.

When people with Down syndrome don’t see themselves represented in sport, they aren’t able to see what’s possible for them. As a brand, adidas has a unique mission to break down barriers for marginalized communities and demonstrate to the world that ‘impossible is nothing’.

As part of their goal to partner with the best athletes in the world from diverse backgrounds, adidas had recently sponsored Chris Nikic—the first athlete with Down syndrome to complete the Ironman. This made Chris the first globally-sponsored athlete with Down syndrome. Chris is a shining example of what is possible and an inspiration for the next generation of neurodivergent athletes.

Our objective was to create a social movement to include neurodivergent athletes in the world’s most accessible sport: running. We targeted the six major marathons to help drive awareness and to enlist a minimum of 100 races to add a Runner 321 in 2023.

Sports fans idolize and identify with those who achieve the impossible. One of the most common symbols for inspiring the next generation of athletes is an iconic number. Michael Jordan’s 23, Lionel Messi’s 10, or Wayne Gretzky’s 99. Iconic numbers that represent perseverance, dedication, and the pinnacle of athletic success.

Iconic numbers have been revered as a symbol of the best athletes of all time. In reality, they’ve only represented athletes that fit within the confines of mainstream sport. We set out to create the first iconic number to represent an entire community of neurodivergent athletes who are exceeding what society thinks they can achieve.

Introducing Runner 321, the movement led by adidas that asks the world’s major marathons to reserve Bib 321 for a neurodivergent athlete who qualifies. The number 321 was specifically chosen because it represents Trisomy 21 for people with Down syndrome.

Our target was neurodivergent athletes, aspiring and current, who are often relegated to separate competitions. These separate events signal that neurodivergent athletes are incapable of participating in mainstream competitions, which is far from the truth. Our strategy was to partner with the right brand and the right athlete to create a social movement of inclusion.

As a global sportswear manufacturer, adidas was in a unique position to bring about historic change for neurodivergent athletes. adidas’ fundamental belief is that sport has the power to change lives, making them perfectly suited to remove barriers for people with Down syndrome.

Chris Nikic— the first athlete with Down syndrome to complete the Ironman— was the perfect person to lead a movement to inspire the next generation of neurodivergent athletes. Chris’ partnership with adidas made him the first globally sponsored athlete with Down syndrome. Chris shows what is possible for the neurodivergent community.

Launched on World Down Syndrome Day, March 21, 2022, our inspirational video showcased adidas sponsored athlete Chris Nikic. Our campaign landing page encouraged other races to get involved, and offered a Runner 321 toolkit with race instructions, social posts, and more.

We held activations at the NYC and Boston Marathons with a takeover of the New York adidas store on 5th Avenue, and cheering sections at mile 3.21 of the races. Once Chris completed the Boston Marathon, he handed his bib to the next Runner 321, Kayleigh Williamson, in preparation for the 2023 race.

All six of the world’s major marathons (Boston, New York, Tokyo, London, Berlin, and Chicago) have now reserved Bib 321 for a neurodivergent athlete, despite four of them being sponsored by Nike, New Balance, and Asics, our toughest competitors.

Our movement has reached a global scale and we continue to add more races.

adidas’ Runner 321 campaign started a social movement that continues to grow. Our campaign hero is Chirs Nikic, a Down syndrome athlete who is also an Ironman, an ESPY winner, a Special Olympics Ambassador, a public speaker, a published author, an adidas-sponsored athlete, and an inspiration to the global neurodivergent community. All other athletes featured in our communications have Down syndrome, creating visibility and awareness of what athletes with Down syndrome can accomplish.

Other results include:

- All six of the world’s largest marathons, including four that are sponsored by Nike, New Balance, and Asics, have reserved a spot for Runner 321 in their 2023 events

- 278 athletes, and counting, have signed up to be the next Runner 321

- To date, 252 races have committed to adding a Runner 321

- 59 earned placements for 268M impressions including Forbes, The Boston Herald, Barstool Sports, Yahoo! and MSN Sports