adidas / Canada, United States / 2023Events & Sponsorship · PR Stunts · Film
Runner 321.
adidas reserved bib number 321 at the Boston Marathon for Chris Nikic, its first sponsored athlete with Down syndrome, and planned to open the number to all neurodivergent runners.
- Brand
- adidas
- Agency
- FCB Toronto
- Market
- Canada, United States
- Region
- Global
- Year
- 2023
The challenge
Most people with Down syndrome have three copies of chromosome 21, which is why World Down Syndrome Day falls on 3/21. adidas wanted to use that number to push for inclusion in sport.
The idea
Announced on World Down Syndrome Day, the campaign gave Nikic bib 321 for the Boston Marathon, with plans for all neurodivergent athletes to wear it the following year. FCB Toronto worked with director Jason Van Bruggen on the film telling Nikic's story.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2024Entertainment Lions for Sport – D01 BRAND PARTNERSHIPS, SPONSORSHIPS & COLLABORATIONSBronze
- Cannes Lions 2024Entertainment Lions for Sport – E01 DIVERSITY & INCLUSION IN SPORTGold
- Cannes Lions 2023Social & Influencer – E03 SOCIAL PURPOSEBronze
- Cannes Lions 2023Brand Experience & Activation – E07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYBronze
- Cannes Lions 2023PR – D02 USE OF EVENTS & STUNTSSilver
- Cannes Lions 2023PR – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGold
- Cannes Lions 2023Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSSilver
- Cannes Lions 2023Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGrand Prix
- Cannes Lions 2024 Bronze (Entertainment Lions for Sport: Brand Partnerships, Sponsorships & Collaborations)
Credits
- Creative agency
- FCB Toronto
- Production
- 456 Studios Toronto
- Post-production
- Alter Ego Toronto
- Post-production
- School Editing Toronto
- Additional company
- Oso Audio Toronto
- Additional company
- Citizen Music Toronto
- PR
- Current PR Toronto
- Director
- Jason Van Bruggen
- Director, Brand Communication Sport Footwear and Apparel, adidas
- Dustin Geddis
- NAM Sports Marketing, adidas
- Hygie Ordono
- Sr. Manager, Brand Communications, Running Footwear, adidas
- Josie Johnson
- Running Footwear, adidas
- Andrew Lemoncello
- Asst. Manager, Digital Publishing, adidas
- Emily Crueger
- Manager Digital Content, adidas
- Sally Rubey
- Sr. Manager Digital Content, adidas
- Rene Hirschbolz
- Chief Creative Officer, FCB
- Nancy Crimi-Lamanna
- EVP, Global Creative Partner, FCB
- Danilo Boer
- Executive Creative Director, FCB
- Andrew MacPhee
- Executive Creative Director, FCB
- Cuanan Cronwright
- Executive Creative Director, FCB
- Leonardo Barbosa
- Associate Creative Director, FCB
- Sally Fung
- Associate Creative Director, FCB
- Sara Radovanovich
- CSO, FCB
- Shelley Brown
- Sr. Strategist, FCB
- Audrey Zink
- VP, Managing Director, FCB
- Tim Welsh
- VP, Managing Director, FCB
- Ricky Jacobs
- Account Supervisor, FCB
- Chris Flynn
- VP, General Manager Content, FCB
- Ian Buck
- VP, Content Development, FCB
- Yotam Dor
- Director of Project Management, FCB
- Emily Mihalek
- VP, Integrated Production, 456 Studios
- Stef Fabich
- Director, Broadcast Production/Producer, 456 Studios
- Sarah Michener
- Executive Producer, School Editing
- Sarah Brooks
- Editor, School Editing
- Lynn Sheehy
- Asst. Editor, School Editing
- Fiona Alvarez
- Colourist, Alter Ego
- Andrew Ross
- Colour Assistant, Alter Ego
- Ebi Agbeyegbe
- Online Artist, Alter Ego
- Sebastian Boros
- Online Assistant, Alter Ego
- Nupur Desai
- Producer, Alter Ego
- Spencer Butt
- Creative Director, Oso Audio
- Daenen Bramberger
- Producer, Oso Audio
- Lauren Dobbie
- Executive Producer, Oso Audio
- Hannah Graham
- Sound Engineer, Oso Audio
- Dylan Groff
- Junior Producer, Citizen Music
- Kai Rizzuto
- Head of Production, Citizen Music
- Molly Young
- Creative Director, Citizen Music
- Tomas Jacobi
- Composer, Citizen Music
- Nico Barry
- Sr. VP, Client Experience, Current PR
- Shannon McGovern
- Account Director, Current PR
- Sara Koerner
- CEO, Current PR
- Virginia Devlin
