adidas

Adizero x Peres Jepchirchir

Context

In 2024, Peres Jepchirchir won the London Marathon, setting a new women’s only world record with a time of 2:16:16. She wore the Adizero Pro Evo 1, the lightest running shoe ever made.

Brief

Following her success, to drive sales of the Adizero Pro Evo 1, adidas want x3 headlines to target current/future marathon runners across multiple outputs (OOH, website banner, social) to run in parallel with their You Got This brand campaign for 2024.

Execution

My goal with this brief was to really tap into adidas' "rebellious optimism" tone of voice, injecting a sense of humble confidence into each headline. I limited myself to no more than 5 words per headline (excluding sub-headers) to maximise coverage across multiple outputs.