Recode Running
Adidas’ first ever integrated global brand & product “Blockbuster” running campaign, in the form of Ultraboost 19, responded to a truly unique moment in the evolution of running.
Anthem Film
Project
The first of its kind - an original adidas series, Recode Running, was born from culture, manifested in the product and inspiring everyone to redefine what’s possible; transforming themselves and others through the sport.
An invitation to all runners to pull the sport apart and bring it back together - different and better - with this global campaign we led the way in platforming runners as Creators. We looked outside of traditional athletes and marathoners to show “New Running” in a raw no bullshit kind of way.
Brief
I delved deep into our core cities & markets: Berlin, London, Paris, New York, Los Angeles, Tokyo, Shanghai, Western Europe & North America, reporting back on their creative running scenes. Our innovative approach to research, strategy & casting reflected the real worlds we were investigating and the runners on the ground who have transformed the sport by reshaping it in their image. Executed as an “Anthem Film” & 4x Films as an original adidas series.
We laid the foundations for how running is seen in mainstream culture today - as an all inclusive, tough, fun, sometimes weird, always engaging, raw and real sport.
Credits
Strategy: Brand Articulations
Strategy Director: Alex Jordan
Agency: STUDIO LORE®
Director: Daniel Kaufman
Production: Somesuch + Anonymous
