BEYOND THE TRACK content series – Athlete storytelling campaign
Project Objective:
As the external project lead consultant for adidas, I was responsible for guiding the development and execution of a global storytelling campaign designed to build on the momentum of the 2021 Olympics. The objective was to elevate athlete visibility in the lead-up to the 2022 World Athletics Championships in Oregon, while strengthening their connection to the adidas brand across all key touchpoints.
Our aim was to move beyond core running and track & field audiences, introducing these athletes to a broader global community through fresh, authentic narratives. This second phase of the campaign focused on telling new, differentiated stories—aligned with adidas’ brand belief that through running, we have the power to transform lives, and its purpose: to motivate more people to experience the transformative power of running in their run, life, and world.
Concept and Execution: We Are Social, UK.
Beyond The Track Hero Film:
Click on the image to watch the Beyond The Track hero film, which was shared across adidas and athlete channels. In addition, custom athlete films were posted on individual athlete channels and adidas Running platforms.
The Beyond The Track hero film was nominated for the 2022 Lovie Awards, earning a Bronze Lovie and a People’s Lovie in the „Video: Sport“ category (Official Listing).