Mainstream sports are filled with iconic numbers to inspire future athletes. But what if the people wearing those numbers don’t look like you? For the Down syndrome community, there was no number to inspire them — so adidas made one. 321—the first iconic number in sports to inspire a whole new generation of athletes.
Starting at the Boston Marathon 2022, bib number 321 will forever be reserved for the Down syndrome community. Ironman Chris Nikic was first to run with bib 321 at Boston, and in a powerful announcement video, he called on other marathons to do the same.
Awards: Cannes Grand Prix (1) | Cannes Lions (5) | Clios (1) | LIAs (2)
Our campaign also resulted in Chris Nikic becoming adidas' first sponsored athlete with Down syndrome.