adidas: Decode. Recode. Repeat.

Adidas, a sportswear brand, launched a global film that encouraged runners to reinvent running, inspiring runners to take its brand seriously, and purchase its garments in the running segment.

Summary

Adidas running had a few challenges.

The adidas global brand strategy HERE TO CREATE didn't work for running. Their business unit was split into different franchises, each its own campaign expressions. Therefore running was inconsistent and lacked the ability to have one singular brand