Getting a spot in a sports competition is very difficult – especially for neurodivergent athletes. Adidas’ latest campaign, Runner 321, tries to ensure the representation of people with Down Syndrome in every marathon.
The number 321 refers to Trisomy 21 (tri-21) – the medical identifier for Down Syndrome. Consequently, this is an important number within the Down Syndrome community and the reason behind World Down Syndrome Day (03/21).
Accordingly, Adidas’ Runner 321 is making sure that from now on, the 321 spot in marathons is reserved for runners with Down Syndrome. Therefore, encouraging representation in mainstream sports, and shaping a more inclusive future for running!
Leaning on Adidas’ sponsorship of the world’s oldest and one of the most prestigious races, the Boston Marathon, the brand is making this campaign a reality.
The ad was made in collaboration with FCB Canada, and it follows Chris Nikic – Adidas’ first sponsored athlete with Down Syndrome. Accordingly, through a powerful voiceover, he incentivizes people like him to run and compete in sports. Chris will participate in the Boston Marathon (April 18th) and show that it is possible!
When I was a kid, I rarely saw anyone who looks like me in mainstream sports… And now, we’re changing that.Chris Nikic
Indeed, the ad comes hand in hand with the Adidas’ Impossible is Nothing series – an ongoing initiative to uplift people from underrepresented groups, and be a game-changer in the sports industry.
Consequently, Adidas calls all marathons and races to take action and permanently reserve the bib number 321 for neurodivergent runners. Furthermore, they provide a toolkit to facilitate the addition of ‘Runner 321’, downloadable on the campaign’s page.
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Don’t forget to check out our articles on Duolingo’s #TattooDuoOver campaign, Pantone – Color of The Year, Brands Uplifting Black Creatives. Or, visit our blog for more inspiration and brand insights!