adidas - Who said girls can’t race?
Just 50 years ago, it was still forbidden for women to compete in a marathon. And even nowadays, women are still seen as the weaker gender - especially in sports.
We decided it was time to take a stand and prove once and for all that women can run. Or better said - race.
We created the running project “Who said girls can’t race”. A project in which we accompanied 35 women for 6 months from zero to marathon and documented their journey.
/OOH WSGCR adidas Ultraboost X ATR
One week before marathon we launched the Who said girls can’t race campaign in Berlin, which showed the hero product, the shoe – but especially the heroes who were running it: our who said girls can’t race girls.
Our campaign took over the complete capital with billboards, digital clips, town fences, giant posters and in store and thereby increased the hype for Berlin marathon, the girls and their journey to a maximum.
Even on the marathon track we placed billboards to further motivate the girls during their race and show our support.