YEAH, THAT’S RUNNING
4 out of 5 people who run don’t call themselves runners, simply because their motivations for lacing up are different.
That insight became the foundation for a campaign built around three shoes, each made for a different kind of run.
And so, we brought in Camila Mendes (a brand ambassador with a real love-hate thing with running) and let her own that truth through running sessions. Similar to therapy, just with easier solutions.
adidas - 2025
Agency: TBWA\NebokoRole: Creative concept / Copywriter / Creative content strategyAfter meeting our everyday runners, we go deeper into their motivations and how our adidas empowered them to own it and say, “Yeah, that’s running.”
Runners or not, our community felt finally seen.
Massive gracias to: Darren Cronje and James Andrews, CDs / Michael Morem, Senior Art Director / Finn mullan and Billy Duppée, Designers / Olinda Da Achada, Producer / Adriaan Louw, Director / CANADA, Production