The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Craft / Art Direction
Annual ID
OS25_EX075M
Background
In the Middle East, where summer temperatures can reach an extreme 55°C (130°F), running is not just a sport—it’s an act of resilience. Despite the heat, humidity, and lack of running-friendly spaces, over a million runners across the region continue to push through the challenges. Adidas wanted to honor these dedicated runners and encourage even more people to embrace the struggle of desert running.
To celebrate this unstoppable spirit, Adidas launched the Adizero Desert Runner, the first-ever trainer inspired by the desert itself. The campaign aimed to bridge the gap between endurance and artistry, creating a real-world tribute to runners who thrive in extreme conditions.
To celebrate this unstoppable spirit, Adidas launched the Adizero Desert Runner, the first-ever trainer inspired by the desert itself. The campaign aimed to bridge the gap between endurance and artistry, creating a real-world tribute to runners who thrive in extreme conditions.
Creative Idea
Rather than launching the Adizero Desert Runner with traditional advertising, Adidas took a bold and tangible approach. The brand commissioned renowned earth artist David Popa to create a monumental 100-meter artwork in the Arabian desert, symbolizing the perseverance of Middle Eastern runners.
The piece was crafted under the same brutal conditions that runners endure daily—a testament to the power of pushing limits. The artwork, created over 11 days with five tons of materials, became both a symbol and a rallying cry: a reminder that there are no shortcuts in running, just pure grit.
The piece was crafted under the same brutal conditions that runners endure daily—a testament to the power of pushing limits. The artwork, created over 11 days with five tons of materials, became both a symbol and a rallying cry: a reminder that there are no shortcuts in running, just pure grit.
Insights & Strategy
In an age where most OOH campaigns are CGI-rendered and digital illusions, Adidas wanted to root its message in reality. The idea was simple yet powerful: just as running has no shortcuts, neither should the tribute to those who live it.
The campaign tapped into the cultural significance of the desert—a landscape that has shaped the resilience of its people for generations. By transforming the desert into both canvas and muse, Adidas created an experience that not only celebrated runners but also inspired a new wave of endurance athletes.
By involving influencers and athletes who shared their personal journeys with the shoe, the campaign added an authentic, real-world layer to the storytelling. Their testimonials reinforced the shoe's role as more than just footwear—it was a tool for perseverance.
The campaign tapped into the cultural significance of the desert—a landscape that has shaped the resilience of its people for generations. By transforming the desert into both canvas and muse, Adidas created an experience that not only celebrated runners but also inspired a new wave of endurance athletes.
By involving influencers and athletes who shared their personal journeys with the shoe, the campaign added an authentic, real-world layer to the storytelling. Their testimonials reinforced the shoe's role as more than just footwear—it was a tool for perseverance.
Execution
Over 300 grueling hours, artist David Popa battled the elements to bring the Desert Runner artwork to life. Every stroke of the massive desert installation was a reflection of endurance, with Popa himself facing the same extreme conditions as the runners Adidas sought to honor.
A limited-edition artwork and shoe combo was released, creating exclusivity and desirability among fans of running and adventure. The campaign leveraged influencer content, press coverage, and Adidas' digital channels to amplify its reach. The storytelling was further elevated through behind-the-scenes footage, interviews with Popa, and real reactions from runners viewing the artwork from atop the dunes.
A limited-edition artwork and shoe combo was released, creating exclusivity and desirability among fans of running and adventure. The campaign leveraged influencer content, press coverage, and Adidas' digital channels to amplify its reach. The storytelling was further elevated through behind-the-scenes footage, interviews with Popa, and real reactions from runners viewing the artwork from atop the dunes.
Results
The impact of the campaign was undeniable:
350% surge in interest in running in the region.
165 million people reached, making it the most engaging content on Adidas' channels worldwide.
The shoe sold out, proving the campaign’s effectiveness in not just inspiring, but also driving action.
What started as a shoe launch became a movement. A symbol of perseverance. A testament that the toughest paths create the strongest runners. Adidas didn’t just introduce a shoe; they introduced a rallying cry for runners everywhere: You got this.
350% surge in interest in running in the region.
165 million people reached, making it the most engaging content on Adidas' channels worldwide.
The shoe sold out, proving the campaign’s effectiveness in not just inspiring, but also driving action.
What started as a shoe launch became a movement. A symbol of perseverance. A testament that the toughest paths create the strongest runners. Adidas didn’t just introduce a shoe; they introduced a rallying cry for runners everywhere: You got this.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Havas Middle East / Dubai
Art Director
Quentin Clausse
Dave Mygind
Chief Creative Officer
Fabrice Plazolles
Vicki Maguire
Content Creator
Kevin Mibzar Samuel
Abdulhamid Baabde
Copywriter
Nil Niviere Schouvaloff
Natalie Gordon
Director
Ahmed Raslan
Editor
Nathalie Moussa
Executive Creative Director
Leonardo Borges
Artist
David Popa
Group Creative Director
Anshuman Bhattacharya
Photographer
Ahmed Zaghloul
Producer
Alex Bianchini
Social Media Manager
Dana Daoud
Strategy Director
Bruno Araldi
Executive Producer
Martha Nassar
Senior Art Director
Sávio Hatherly
Shalisha Hira
Senior Copywriter
Rickie Cheyne
Samantha Pires
Social Media Director
Ayah Mounzer
Account Manager
Dana Ftouni
Mia Moussa
Assistant Artist
Ryan Muir
Uku Sakari
Client Services Director
Selina Khiroya
Community Manager
Reem Dergham
Drone Artist
Bachir Moukarzel
Idea Creation
Havas Middle East / Dubai
Line Producer
Luciana Boulos
Location Manager
Hani Khayyat
Managing Director
Dana Tahir
Fabio Silveira
Performance Manager
Alex Fowler
PR manager
Ryan Costa
Sarah Skaf
PR Senior Director
Razan Karim
PR Senior Manager
Ahmed Yousif
Production Manager
Anna Krizia Delasantos
Gilbert Hajjar
Senior Director Brand EMC
Eugene Karasev
Senior Editor
Farah Mohamed
Senior Manager Brand Comms
Ramy Camel-Toueg
Senior Manager Newsroom Lead
Ivan Delmakov
Senior Specialist
Robert Mayuga
Social Media Executive
Bassam Dergham
Strategy Manager
Mohammad El Tayech
SVP Strategy
Alejandro Fischer
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