Runners’ High:
Adidas Running Club Campaign
September 2024Campaign Identity, Art Direction, Print
Runners’ High was a one week group project as the part of D&AD’s New Blood Academy. The brief consisted in creating a new creative concept and campaign to reposition Adidas’ Running Club to target Gen Z. We structured the brand as the means to experience natural highs, with an in-store social spot to get together after a run.
PROBLEM | OPPORTUNITY | SOLUTION
Gen Z is constantly over-stimulated and seeking escape from reality, turning to stimulants, such as substances, to reach emotional highs.
What if we offer them an alternative? Running activates our brains endocannabinoid system and help us have a euphoric and healthy numbing high : this is called Runners’ High.
We can offer the Adidas running club as a natural high alternative, structuring adidas Runners with runs that will make you reach those moments of adrenaline and a means to experience natural highs, with a social hub to get together after a run and enjoy the high together.
Gen Z is constantly over-stimulated and seeking escape from reality, turning to stimulants, such as substances, to reach emotional highs.
What if we offer them an alternative? Running activates our brains endocannabinoid system and help us have a euphoric and healthy numbing high : this is called Runners’ High.
We can offer the Adidas running club as a natural high alternative, structuring adidas Runners with runs that will make you reach those moments of adrenaline and a means to experience natural highs, with a social hub to get together after a run and enjoy the high together.
The brand carries a feeling of a bold playfulness, with an undertone of euphoria and immersion. Our tone of voice is playful and teasing, creating a sense of intrigue. Our tease phase of the campaign blurs the lines between running and partying with motion blurred photography, which continues as a key asset when sustaining the campaign.