Adidas tackle lockdown lethargy by inviting people to enter the mind of a runner
With Sport England’s Active Lives survey revealing a surge in outdoor running over the past year, this campaign is a reminder that exercise should be done for the sheer joy of it.
Deputy Editor, BITE
To battle lockdown lethargy, more people were running than ever. So to launch Ultraboost 21, the latest evolution of adidas' most popular running shoe, known for Energy Return, we called on the world to combat that low energy feeling, to get off the couch and say HI ENERGY.
In the midst of the third lockdown it's fair to assume that many people are getting sick of walking by now, but for many outdoor exercise has been the silver lining to an otherwise difficult and bleak winter. The chance to step away from the screen, to move your body and clear your head has never been so important.
To tackle the ever-pervasive lockdown lethargy, adidas worked with TBWA\Neboko to celebrate the energy that a good run can bring. The campaign was created for the launch of the Ultraboost 21, the latest evolution from the brand with 6% more boost than the previous model.
The film takes us into the mind of a runner remembering what it feels like to experience that particular exercise high. As she recounts this memory to her friend, this ‘HI ENERGY’ feeling is captured through the colourful description of the Ultraboost shoe. There’s even a cameo from David Beckham.
The slot was also part educational piece, telling the story of the shoe’s evolution through the designers themselves whilst centuring the campaign around these designers’ relentless pursuit for evolution.
With Sport England’s Active Lives survey revealing a surge in outdoor running over the past year, this campaign is a reminder that exercise should be done for the sheer joy of it. For the way it makes you feel rather than the way it makes you look.