Adidas launched a New Year initiative, called ‘Run To Reconnect’, based around the objective to encourage more people to use running as an antidote to stress.
The campaign runs in parallel to the launch of a new lightweight running collection called Focusebreathein: which Adidas’ claims offers a seamless fit which helps focus the wearer on the art of ‘mindful’ running.
An emphasis on meditation and clearing your thoughts while pounding the streets.
The idea of exercise as an avenue to boost mental health isn’t new and has long been supported by science and medicine and ‘Run to Reconnect’ follows on from a 2020 research project which found that three out of four people said they were unable to cope with stress last year.
Developed in harness with agency TBWA, the campaign seeks to showcase the benefits of running as a way of disconnecting and this achieved through the experiences of a set of four runners (and Adidas endorsers) who each relate their own experiences about how running has helped them to manage stress.
As well as a hero spot,
each runner’s story is told through an individual film amplified across digital and social channels and also via retail and e-com activity.
Ally Love
Georgina Hafron
“I think being overwhelmed naturally occurs in everyone’s life,” said endorser Ally Love.
“Running was an avenue for me. It was a place that not only did I get away, but I was able to be present.”
The initiative was created for Adidas Global Comms Manager Sarah Hoerl by a team at agency TBWA which included Chief Creative Officer Andy Jex, Creative Directors Andre Gray and Thomas Julien, Creatives Harriet Russell-Vicks and Lauren Buggins, Business Director Tomas Pruijs, Head of Strategy Natalie Gruis, plus Designers Anthony Smyrski and Lot Madeleine.
The production company was Glam PR with Director Amandla Baraka, Producers Sophie Campbell and Rosemarie Praaning and DOPs Rick Starick and Imani Nikyah Dennison.
Links:
Adidas Running
https://www.adidas.com/running
https://www.youtube.com/user/adidasrunningtv
https://twitter.com/adidasrunning
https://www.facebook.com/adidasRunning
TBWA
Leave a comment
You must be logged in to post a comment.