2024 Winner

CASE SUMMARY

When people with Down syndrome don’t see themselves represented in sport, they aren’t able to see what’s possible for them. As a brand, adidas has a unique mission to break down barriers for marginalized communities and demonstrate to the world that ‘impossible is nothing’.

As part of their goal to partner with the best athletes in the world from diverse backgrounds, adidas had recently sponsored Chris Nikic — the first athlete with Down syndrome to complete the Ironman. This made Chris the first globally-sponsored athlete with Down syndrome. Chris is a shining example of what is possible and an inspiration for the next generation of neurodivergent athletes.

Their goal was to create a social movement for the visibility of neurodivergent athletes within the world’s most accessible sport: running.

Sports fans idolize and identify with those who achieve the impossible. One of the most common symbols for inspiring the next generation of athletes is an iconic number. Michael Jordan’s 23, Lionel Messi’s 10, or Wayne Gretzky’s 99. Iconic numbers that represent perseverance, dedication, and the pinnacle of athletic success.

Iconic numbers have been revered as a symbol of the best athletes of all time. In reality, they’ve only represented athletes that fit within the confines of mainstream sport. They set out to create the first iconic number to represent an entire community of neurodivergent athletes who are exceeding what society thinks they can achieve.

Introducing “Runner 321”, the movement led by adidas that asks the world’s major marathons to reserve Bib 321 for a neurodivergent athlete who qualifies. The number 321 was specifically chosen because it represents Trisomy 21 for people with
Down syndrome.

They launched on March 21, 2023 — World Down Syndrome Day — with an inspirational video showcasing adidas sponsored athlete Chris Nikic. Their campaign landing page encouraged other races to get involved, and offered a “Runner 321” toolkit with race instructions, social posts, and more.

They held activations at the NYC and Boston Marathons with a takeover of the New York adidas store on 5th Avenue, and cheering sections at mile 3.21 of the races. Once Chris completed the Boston Marathon, he handed his bib to the next “Runner 321”, Kayleigh Williamson, in preparation for the 2023 race.

All six of the world’s major marathons (Boston, New York, Tokyo, London, Berlin, and Chicago) have now reserved Bib 321 for a neurodivergent athlete, despite four of them being sponsored by Nike, New Balance, and Asics, their toughest competitors.

Their movement has reached a global scale and they continue to add more races. adidas’ “Runner 321” campaign started a social movement that continues to grow:

All six of the world’s largest marathons, including four that are sponsored by Nike, New Balance, and Asics, have reserved a spot for “Runner 321” in their 2023 events and 278 athletes, and counting, have signed up to be the next Runner 32.

To date, 252 races have committed to adding a “Runner 321”, 59 earned placements for 268M impressions including Forbes, The Boston Herald, Barstool Sports, Yahoo! and MSN Sports.

At the 2023 Cannes Lions Festivals, “Runner 321” was awarded the Grand Prix in Direct, Corporate & Social Responsibility, a Gold in PR Corporate & Social Responsibility, and a Bronze in Brand Experience & Activation, Corporate & Social Responsibility.

Credits

Client: Adidas
Director, Brand Communication Sport Footwear and Apparel: Dustin Geddis
NAM Sports Marketing: Hygie Ordono
Snr. Manager, Brand Communications – Running Footwear: Josie Johnson
Running Footwear: Andrew Lemoncello
Assistant Manager, Digital Publishing: Emily Crueger
Manager Digital Content: Sally Rubey
Senior Manager Digital Content: Rene Hirschbolz

Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
Executive Creative Director: Andrew MacPhee
Executive Creative Director: Leo Barbosa
Executive Creative Director: Cuanan Cronwright
Associate Creative Director: Sally Fung
Associate Creative Director: Sara Radovanovich
VP, Managing Director: Ricky Jacobs / Tim Welsh
Account Supervisor: Chris Flynn
VP, General Manager Content – Ian Buck
VP, Content Development – Yotam Dor
Director of Project Management: Emily Mihalek
Chief Strategy Officer/Sr Planner: Shelley Brown
Strategist: Audrey Zink
VP Technology – Luiz Costa
UX/UI Tech Specialist - Lara Goldsmith

Chris Miller, Divisional Vice President Global Brand Strategy & Innovation, Abbott
Chris & Nik Nikic

Production Credits: 456 Studios
VP, Integrated Production: Stef Fabich
Director of Broadcast Production: Sarah Michener

Production Company: Suneeva
Director: Jason Van Bruggen
Executive Producer: Geoff Cornish

Postproduction Company: School Editing
Executive Producer: Sarah Brooks
Editor: Lynn Sheehy

Colour Facility: Alter Ego
Colourist: Andrew Ross

VFX/Finishing: Alter Ego
On Line Artist: Sebastian Boros
Producer: Spencer Butt

Audio: OSO Audio
Executive Producer: Hannah Graham
Producer: Lauren Dobbie
Creative Director: Daenen Bramberger
Engineer: Dylan Groff

Audio: Citizen Music
Head of Production: Molly Young
Creative Director: Tomas Jacobi
Composer: Nico Barry

PR: Current Global
CEO: Virginia Devlin
Senior Vice President: Shannon McGovern
Account Director: Sara Koerner