The task was to create a conceptual marketing and branding campaign for Adidas, focused on strengthening the brand’s connection to everyday urban life. The goal was to translate Adidas’ values of movement, motivation, and community into a relevant, real-world experience that goes beyond traditional advertising and encourages active engagement within the city.
The Challenge
What problem needed to be solved?
Urban life often disconnects people from physical activity, while sports brands mostly communicate through performance and elite athletes. The challenge was to create a campaign that feels accessible, motivating, and relevant to everyday city life — not just to professional runners.
The Idea
What is the core concept?
Restart Points+ reimagines the city as a network of physical and digital restart moments. Inspired by gaming mechanics, the concept turns urban spaces into motivational checkpoints that encourage people to pause, reset, and keep moving — at their own pace.
The Outcome
Why does it work?
The concept positions Adidas as a brand that supports everyday movement, not just athletic performance. By blending motivation, gamification, and urban culture, the campaign builds a stronger emotional connection and encourages long-term engagement.
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