Creative Director - Harry Cocciolo

Runners are athletes. Of course. But they’re different.

If you have a creative team that truly understand a subject, give them the assignment. We gave this one to a pair of runners. The campaign speaks to the unique mentality of serious runners.

Response to the work was beyond expectations. The line was adopted by online running groups, who showed their affection by sending in hundreds of their own ideas for ads, and driving up sales of adidas running shoes.