adidas gave us an challenge.
1. How do we create awareness for the several different programs and efforts adidas have been implementing in regards to leveling the playing field for brown and black folks?
2. 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 hook that is an 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 success in the long haul.