Supernova Adaptive.
A performance running shoe that TBWA\Canada calls adidas's first designed with people with Down syndrome and other disabilities, launched on World Down Syndrome Day as part of the regular range.
- Brand
- adidas
- Agency
- TBWA\Canada
- Market
- Global
- Region
- Global
- Year
- 2026
The challenge
Performance running shoes weren't built for the feet of people with Down syndrome and other disabilities. adidas had been making personalised adaptive shoes for Chris Nikic, the first person with Down syndrome to finish an Ironman, since 2022. According to adidas, TBWA raised the need, and Nikic and adidas's North America team identified the gap for a truly adaptive performance shoe.
The idea
Developed over three years with prototypes, wear-testing and focus groups run with GAMUT Management, the Supernova Rise 3 Adaptive has a stiff heel counter, a magnetic closure with a tactile toggle, a gusseted tongue, low-pressure lacing and a wider toe box (TBWA\Canada). adidas launched it on 21 March 2026, World Down Syndrome Day, on adidas.com and in stores in 29 countries, as part of its range rather than as a special edition (TBWA\Canada; CB News).
Results
- Sold 1.5 times the launch benchmark in its first week in the US, with several sizes selling out, according to TBWA\Canada
- 42% of US buyers on adidas.com were new to adidas, according to adidas data reported by Reason Why
Case study source: TBWA\Canada Source ↗
Awards
- Cannes Lions 2026Innovation LionsGrand Prix
- Cannes 2026: Golds in Design and Health & Wellness, and a Silver in Entertainment Lions for Sport
Credits
- Adaptive design partner
- GAMUT Management
- Athlete partner
- Chris Nikic
- Partner
- Canadian Down Syndrome Society
