Adidas gave us a challenge.
How do we create awareness for the various programs and efforts Adidas has been implementing to level the playing field for brown and black communities?
How does this effort come to life, and what is it called?
Our answer was to create an umbrella campaign, led by a mantra grounded in an emotional hook—a unifying stand with Black and Latinx communities against systemic racism.
We came up with the "All For One" campaign to position Adidas as a strong proponent in the fight for social justice and to set them up for the long haul.