Runner 321
adidas2022
Runner 321 is a 2022 race-bib initiative for adidas, created by FCB Canada, Toronto.
Why it works
A race number became a standing place at the start line. On World Down Syndrome Day, 21 March 2022, the Boston Marathon said bib 321, a reference to trisomy 21, the genetic marker of Down syndrome, would be worn that April by Chris Nikic, the first person with Down syndrome to finish an Ironman and adidas's first sponsored athlete with the condition, and would be held for a neurodivergent athlete every year after. Once he finished, Nikic handed the bib to the next Runner 321, and adidas offered other races a toolkit to join. It is studied because it was built to be adopted by others: it lived inside events adidas did not own and could only spread if races sponsored by its rivals signed up. According to the award entry, all six of the world's biggest marathons, four of them sponsored by Nike, New Balance or Asics, reserved a Runner 321 place for 2023, and 252 races committed. It won the Direct Grand Prix at Cannes Lions 2023.
Techniques
- Purpose and cause Reserves bib 321, a nod to trisomy 21, for a neurodivergent athlete every year, turning a race number into a standing place at the start line.
- Participation Hands other races a toolkit to adopt the idea, so it spreads only as events, including rival-sponsored ones, sign up.
Sources · 4
- Further winners announced on day three of the Cannes Lions International Festival of Creativity (Direct Grand Prix)
- Boston Marathon To Give Bib Number 321 To Neurodivergent Athlete Each Year
- Strategy Awards 2023 Winner: Adidas "Runner 321" (case summary)
- FCB and adidas Win Grand Prix at Cannes Lions Festival
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