The One Show
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Category
Social Media
Annual ID
OS24_HW062M
About the Work
We knew, based on a ground-breaking scientific research study, that exercise has powerful effects not only on physical health but also the cognitive abilities of people with Down syndrome. But an analysis of news and social media showed us that neurodivergent athletes were grossly underrepresented in sport. adidas’ Runner 321 is a social movement created by and for the neurodivergent community to improve their visibility within sport.
Chris Nikic— the first athlete with Down syndrome to complete the Ironman—was the perfect person to inspire the next generation of neurodivergent athletes as he is a shining example of what’s possible. As part of their goal to partner with the best athletes in the world from diverse backgrounds, adidas had recently sponsored Chris Nikic. This partnership with adidas made Chris the first globally sponsored athlete with Down syndrome. Chris also had a significant following on social media, providing us a captive audience to help create a movement.
What started as a moment at the Boston Marathon, quickly turned into a global movement where hundreds of runners and hundreds of races signed up to get involved, without any media spend.
Not only did we spark a global movement toward inclusion, but we successfully contracted all six of the world’s major marathons to reserve Bib 321 for a neurodivergent athlete, even though four of these races are sponsored by our largest competitors.
Chris Nikic— the first athlete with Down syndrome to complete the Ironman—was the perfect person to inspire the next generation of neurodivergent athletes as he is a shining example of what’s possible. As part of their goal to partner with the best athletes in the world from diverse backgrounds, adidas had recently sponsored Chris Nikic. This partnership with adidas made Chris the first globally sponsored athlete with Down syndrome. Chris also had a significant following on social media, providing us a captive audience to help create a movement.
What started as a moment at the Boston Marathon, quickly turned into a global movement where hundreds of runners and hundreds of races signed up to get involved, without any media spend.
Not only did we spark a global movement toward inclusion, but we successfully contracted all six of the world’s major marathons to reserve Bib 321 for a neurodivergent athlete, even though four of these races are sponsored by our largest competitors.
2024 Awards
Total Points: 3
Merit
Credits
Agency
FCB Canada / Toronto
PR / Marketing Agency
Current Global
Client / Brand
Adidas
Production Company
Suneeva / Toronto
456 Studios
Music / Sound Production Company
Citizen Music
OSO Audio
Post Production Company
School Editing
Art Director
Sally Fung
Associate Creative Director
Sally Fung
Sara Radovanovich
Chief Creative Officer
Nancy Crimi-Lamanna
Chief Strategy Officer
Shelley Brown
Composer
Nico Barry
Copywriter
Sara Radovanovich
Creative Director
Daenen Bramberger
Tomas Jacobi
Director
Jason Van Bruggen
Editor
Lynn Sheehy
Executive Creative Director
Andrew MacPhee
Cuanan Cronwright
Leonardo Barbosa
Executive Producer
Geoff Cornish
Hannah Graham
Sarah Brooks
Strategist
Audrey Zink
Assistant Editor
Fiona Alvarez
EVP, Global Creative Partner
Danilo Boer
Account Director, Client Experience
Sara Koerner
Account Supervisor
Chris Flynn
Assistant Manager, Digital Publishing
Emily Crueger
CEO
Virginia Devlin
Colour Assistant
Ebi Agbeyegbe
Colour, VFX & Finishing Facility
Alter Ego
Colourist
Andrew Ross
Director of Broadcast Production
Sarah Michener
Director of Project Management
Emily Mihalek
Director, Brand Communications Sport Footwear & Apparel
Dustin Geddis
Divisional VP, Global Brand Strategy & Innovation, Abbott World Marathon Majors
Chris Miller
Engineer
Dylan Groff
Father of Sponsored Athlete
Nik Nikic
Head of Production
Molly Young
Junior Producer
Kai Rizzuto
Manager Digital Content
Sally Rubey
NAM Sports Marketing
Hygie Ordono
On Line Artist
Sebastian Boros
On Line Assistant
Nupur Desai
Running Footwear
Andrew Lemoncello
Senior Manager Digital Content
Rene Hirschbolz
Senior Vice President, Client Experience
Shannon McGovern
Sponsored Athlete
Chris Nikic
Sr. Manager, Brand Communications - Running Footwear
Josie Johnson
UX/UI Tech Specialist
Lara Goldsmith
VP, Content Development
Yotam Dor
VP, General Manager Content
Ian Buck
VP, Integrated Production
Stef Fabich
VP, Managing Director
Ricky Jacobs
Tim Welsh
VP, Technology
Luiz Costa
World Marathon Majors
Abbott
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