Workspace 4

Earn your Spotlight

Nike Ready Yet

adidas “Earn Your Spotlight”

II.

Campaign & Activation

Glorifying the path to greatness with films and IRL activations featuring Stefon Diggs, Courtland Sutton, John Collins, and many others.

Challenge

adidas training needed to regain credibility in a space dominated by competition to launch a new collection of performance training product for the next generation athlete.

SOlution

A cinematic and IRL counterpoint to the athletic industry's tendency to show big moments of success rather than the daily grind to get there. We told young athletes there was only one path to the spotlight: sweat, reps, and work. You have to earn your spot.

The filmic world showed star athletes from the NFL, NBA, MLB, and NHL, paired with their elite trainer, putting in work day after day. A frenetic pace shows adrenaline spiking and blood pumping. Days blur into each other while trainer tips and motivation echo in our heads. The episodes are unified with a color treatment and motion graphics package and set apart with a specific color duotone for each talent.

Still, we knew just showing young athletes wasn't enough, we had to make them feel it. So, we brought the world from the films to life with an IRL training pop-up. Hitting five key markets, we invited young players to work out alongside pro athletes and trainers.

The campaign created tens of millions of impressions, drove hundreds of thousands of store visits, and led to a measured increase of nearly $3 million year over year.