Aim:- This campaign aimed to inspire athletes, who aimed to return to the field in 2021.

Why did it only aim at athletes?
With sporting events from grassroots matches to global tournaments being cancelled this year, the campaign aims to connect the community as they await their return to active sport. The core of the campaign focuses as to how these cancellations have affected the physical and mental wellness of individuals, and how they have used this experience positively to prepare to get back in the game.

My favourite because:-
I love sports! I am myself a national
Player of squash and many other sport. This campaign featured many famous Adidas athletes in categories including basketball, women’s training, US football, soccer, running and more. Initially, the series explored the specific athlete insights around the Covid-19 crisis, before pivoting to reflect athletes’ sentiments surrounding the Black Lives Matter movement.

In August, the series culminated in a 60-second blockbuster TV ad, ‘The Anthem‘, which ran globally across 14 markets and hammered home an inspirational message of hope that sport would return.

Results it yielded:-
The campaign reported that 83% of its stores were again operational by June, albeit partly with reduced hours. Despite e-commerce sales growing by 93% in the three months to August, Adidas still posted a 35% year-on-year drop to profits.