The Down syndrome community has historically been excluded from mainstream sports and marginalized into special categories — but athletes like Chris Nikic prove our bias is the only thing holding them back
To inspire the Down syndrome community, adidas will be reserving running bib number 321—an iconic number for the Down syndrome community—starting at the Boston Marathon to ensure representation and visibility.
Ironman Chris Nikic will be the first to run with bib 321 at Boston, and in a powerful announcement video, he'll call on other marathons to do the same.
Our campaign also resulted in Chris Nikic becoming adidas' first sponsored athlete with Down syndrome. These are some OOH that appeared at adidas flagship on Fifth Ave in NYC.