Adidas continues with the odd tale of two in new campaign

There are two sides to every para-athlete’s journey. One that pulls him back. The other that pushes him forward. ‘Odds’ by Adidas is a special edition pair of shoes created as an ode to their journey. It is a unique pair of the same – two lefts or two rights – put together for these inspirational athletes who run against the odds.

The first film in this campaign, launched by Taproot Dentsu and Carat Media, showcases athlete Major DP Singh, known as India’s first blade runner. The film captures the Major’s life and his passion for running.

“The first film dedicated and celebrates the Major DP Singhs of the world and such courageous fighters who bounce back and how, whereas the second film is very product-centric. In a simple and insightful way, we are portraying the reality of the shoe that is so much in use and the other one that is of no use to such para-athletes, which they pay 50 per cent for,” said Santosh Padhi, Chief Creative Officer, Taproot Dentsu India, the agency that came up with the campaign idea and initiative.

The second film in this campaign narrates the story from the point of view of a para-athlete’s shoes. The para-athlete, who had lost his right leg in an accident, is back to running, and while he needs a shoe for his left leg, the right shoe remains unused and relegated to a closet. The right leg has been replaced by a prosthetic running blade. The film ends with the voiceover stating that Adidas has come up with its Odds range wherein a pair of two right or two left shows are available for those “who run against the odds”.

Watch the film:
https://www.youtube.com/watch?v=5ZxqfUVdfEI