Adidas and Intersport Running have teamed up to explore the unheard stories of runners from various different (not professional sports) walks of life all pushing themselves to the limit.
For Intersport the campaign’s objective is continue to build credibility and positioning as a brand that champions of everyday runners, while for Adidas it expands its ongoing ‘Faster Than’ running platform which launched earlier in 2020.
The content series seeks to showcase how a ‘fast mindset’ is something that everyone can develop and tell tales of real runners taking on their own unique races every time they put on their trainers.
The series, which spans themes stretching from ‘self-esteem’ to ‘headspace’ , seeks to show Intersport’s growing running community how this mindset can impact and influence almost all aspect of someone’s life.
The creative consists of unexpected stories about running impacts people from outside the running world and features entertainment celebrities and influencers including Dutch DJ and producer Jarreau Vandal (@jarreauvandal), British broadcaster Charlie Webster (@charliewebster) and British photographer James Carnegie (@jamescarnegiephotography).
Each episode focuses on how each of them uses a ‘fast’ mindset to work towards being the best version of themselves in their daily lives and spots from the series include:
ADIDAS x INTERSPORT / 'FASTER THAN' STORIES / JAMES CARNEGIE from Iris Amsterdam on Vimeo.
ADIDAS x INTERSPORT / 'FASTER THAN' STORIES / JARREAU VANDAL from Iris Amsterdam on Vimeo.
ADIDAS x INTERSPORT / 'FASTER THAN' STORIES / CHARLIE WEBSTER from Iris Amsterdam on Vimeo.
“Running isn’t just about being the fastest but being faster than you thought possible. Having a ‘faster than’ mindset and seeking the best version of yourself,” said Intersport Running Category Manager Ollie Giles. “That’s what these successful people do every day.”
Iris Amsterdam Creative Director Rachna Dhall added: “We wanted to tell unexpected stories about real runners from outside the running world. Something that our Intersport community could not only relate to and be inspired by, but also make them think about why they run and how it affects other aspects of their life. And maybe see a bit of themselves in the Faster Than Stories”
The campaign was created for Intersport and Adidas by Iris Amsterdam where the team included Creative Director Rachna Dhall, Creative Art Director Gustavo Figueiredo, Creative Copywriter Gabriel Abrucio, Agency Producer Grace Francis, Managing Director Chris Friend, Strategy Director David Austin, Strategist Nicole Ingra, Group Account Director Jaimie Jennings, Account Director Alexandra van Nunen, Production Company Eyeforce, with Director Bob van de Gronde, Director of Photography Jasper de Kloet and Producer Cathalijn van Hattem.
Comment:
From Adidas’ perspective, this work builds on the German sportswear giant’s ‘Faster Than’ running platform launched earlier in 2020.
While for Intersport the work not only follows on from April lockdown ‘Work-Ins’ exercise utility programme (see case study), it’s new ‘Heart Of Sport’ global brand platform (see case study) and other running-focused initiatives from the retailer such as its 2017 #RunTheSpring initiative in France (see case study).
Links:
Intersport
https://www.youtube.com/user/GroupeIntersport
https://www.facebook.com/intersport.france/
https://twitter.com/intersport_fr
https://www.instagram.com/intersportfr/
Adidas
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas
https://www.instagram.com/adidas/
Iris Amsterdam
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