2024 Winner

Michael Jordan’s 23. Wayne Gretzky’s 99. Certain numbers in sports have come to represent greatness. But Adidas and FCB wanted to add a few new digits to the roster – 321 – a number that represents the genetic marker for people with Down syndrome.

The “Runner 321” campaign sought to reserve Bib 321 for neurodivergent athletes competing in major marathons. Chris Nikic, the first Ironman finisher with Down syndrome, quickly became the face of the movement, showcasing what athletes of different abilities can achieve. Initially focused on just raising awareness, the campaign went into hyperdrive in 2023 after the Running USA conference, where Nikic’s keynote spurred race directors to get involved. Consequently, all six of the major international marathons agreed to reserve a spot for Runner 321, even though many
are sponsored by Adidas competitors.

The impact of the campaign has been significant – with 278 athletes and 252 races committed to the cause. The campaign also garnered extensive media attention, including 268 million impressions across platforms.

Credits

Client: Adidas
Director, Brand Communication Sport Footwear and Apparel: Dustin Geddis
NAM Sports Marketing: Hygie Ordono
Director, Brand Communications – Running Footwear: Josie Johnson
Running Footwear: Andrew Lemoncello
Assistant Manager, Digital Publishing: Emily Crueger
Manager Digital Content: Sally Rubey
Senior Manager Digital Content: Rene Hirschbolz

Agency: FCB
CCO: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
ECDs: Andrew MacPhee, Leo Barbosa, Cuanan Cronwright
ACDs: Sally Fung, Sara Radovanovich
Art Director: Sally Fung
Copywriter: Sara Radovanovich
VP, Managing Director: Ricky Jacobs, Tim Welsh
Account Supervisor: Chris Flynn
VP, General Manager Content – Ian Buck
VP, Content Development – Yotam Dor
Director of Project Management: Emily Mihalek
CSO: Shelley Brown
Sr. Strategist: Audrey Zink
VP Technology – Luiz Costa
UX/UI Tech Specialist - Lara Goldsmith

Chris Miller, Divisional VP Global Brand Strategy & Innovation, Abbott
Chris & Nik Nikic

Production Company: 456 Studios
VP, Integrated Production: Stef Fabich
Director of Broadcast Production: Sarah Michener
Producer: Sarah Michener

Production Company: Suneeva
Director: Jason Van Bruggen
Executive Producer: Geoff Cornish

Postproduction Company: School Editing
Executive Producer: Sarah Brooks
Editor: Lynn Sheehy
Asst Editor: Fiona Alvarez

Colour Facility: Alter Ego
Colourist: Andrew Ross
Colour Assistant: Ebi Agbeyegbe

VFX/Finishing Facility: Alter Ego
On Line Artist: Sebastian Boros
On Line Assistant: Nupur Desai
Producer: Spencer Butt

Audio House: OSO Audio
Executive Producer: Hannah Graham
Producer: Lauren Dobbie
Creative Director: Daenen Bramberger
Engineer: Dylan Groff

Audio House: Citizen Music
Junior Producer: Kai Rizzuto
Head of Production: Molly Young
Creative Director: Tomas Jacobi
Composer: Nico Barry

PR Company: Current Global
CEO: Virginia Devlin
Senior Vice President, Client Experience: Shannon McGovern
Account Director, Client Experience: Sara Koerner