adidas running

Agency Credit: Brand Articulations

Travelling across the US and Japan, myself and another strategist carried out qualitative field research to uncover what was really going on in Urban Running. We unlocked new and unexpected themes and insights, from runners hating the physical act of running, whilst being hooked on the transformative power it has on mental health and community building, to how unsanctioned running became a movement to reclaim the streets, especially at night for minority groups.

Photography: Alex Jordan