Challenge

We saw the broadening of social stereotypes across all spheres of culture and the highest evidence of this change was in the world of sports. However, sport's advertising had become a little cliched in its approach.  

To stand out and more importantly have a positive impact across consumer segments; adidas, with its `Impossible is nothing’ credo, needed to rise above the rest. Instead of the usual inspirational stories, they chose to pay homage to those who truly exemplified their tagline; the para-athletes. 

Solution

We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of the pair having one that would be useless, the unique shoe box had another pair of the shoe they really needed. 

Focusing on Major D.P.Singh, India's first blade runner, we chose a champion fuelled by will and determination, truly embodying the endeavour called 'ODDS'.

Result

For a community that has overcome many hurdles but is continuously faced with new obstacles, it was in these tangibles that a beautiful movement came alive. The strong willed and brave hearted para-athletes were given a solution that would make a significant difference to them.