Being ‘fast’ is not just about speed; ‘fast’ is a personal feeling that anyone can achieve.
Our latest campaign for adidas Running, ‘Faster Than_’, was based on this insight.
Research shows that the concepts of “transformation” and “self-betterment” are what drive the majority of runners to overcome barriers in their lives.
We found runners whose stories embodied this concept. From Martinus Evans, a 300lb marathon runner, and Ellie Lacey, a liver transplant survivor turned world champ; to Noah Lyles, the current Men’s 200-meter World Champion; their stories represent why “fast” is a constant state of change.
Underpinning this was product communication that heroed the SS20 adidas ‘Fast’ running range. Innovations were introduced through content featuring designers explaining the creation process.
Research shows that the concepts of “transformation” and “self-betterment” are what drive the majority of runners to overcome barriers in their lives.
We found runners whose stories embodied this concept. From Martinus Evans, a 300lb marathon runner, and Ellie Lacey, a liver transplant survivor turned world champ; to Noah Lyles, the current Men’s 200-meter World Champion; their stories represent why “fast” is a constant state of change.
Underpinning this was product communication that heroed the SS20 adidas ‘Fast’ running range. Innovations were introduced through content featuring designers explaining the creation process.