A tried and tested antidote to stress, Adidas wants more people to use running as an avenue to get away from mental pressures.
Its 'Run to Reconnect' campaign stems from the insight that three out of four people said they were unable to cope with stress last year.
Developed by TBWA, the campaign works to show the benefits of running as a moment to disconnect. This is communicated through the experiences of four runners who relate their own experiences about how running can help them to manage stress.
One of these, global ambassador Ally Love, said: “I think being overwhelmed naturally occurs in everyone’s life. Running was an avenue for me. It was a place that not only did I get away, but I was able to be present.”
Each jogger's story is told as an individual film supported by social, retail and e-com activity.
The work dovetails with the launch of a new lightweight running collection called Focusebreathein, which is said to offer a seamless fit that helps focus the wearer on the art of ‘mindful’ running - an emphasis on meditation and clearing your thoughts while pounding the streets.
Client (name & job title): Sarah Hoerl, Global Comms Manager
Name of campaign: Run to Reconnect
Chief Creative Officer: Andy Jex
Creative Director: Andre Gray, Thomas Julien
Creatives: Harriet Russell-Vicks, Lauren Buggins
Business Director: Tomas Pruijs
Head of Strategy: Natalie Gruis
Designer: Anthony Smyrski, Lot Madeleine
Production company: Glam PR
Director: Amandla Baraka
Producer: Sophie Campbell \ Rosemarie Praaning
DOP: Rick Starick / Imani Nikyah Dennison