ADIDAS | SUPERNOVA ADAPTIVE | 2026
Change the sole, and more people could run / adidas "SUPERNOVA ADAPTIVE"
It's an ad, but what it's really about is just a shoe. And that shoe got people running who couldn't run before.
The problem
Chris Nikic, a runner with Down syndrome, had long struggled with weak balance and a weak sense of body positioning. Every existing running shoe was built on the assumption of an "average foot," and none of them could meet the needs of a body like his.
The insight
The problem wasn't willpower or how much he trained - it was the design of the shoe itself. If information from the sole of the foot wasn't getting through to the brain properly, then you could create stability by changing the structure of the sole instead. A simple idea, but one nobody had actually tried.
The idea
adidas worked directly with Chris, going through prototype after prototype to develop a dedicated sole that improved stability and balance when the foot hits the ground. Instead of relying on advertising flourishes or clever copy, they made their case by putting out a real product he could actually wear and run in.
What happened
The project, led by TBWA\Toronto, won the Grand Prix in the Innovation category at Cannes Lions, along with awards in several other categories.
Afterthought
This is less an ad than a case where actually making a good shoe became the ad. We could use more Grand Prix winners like this.
Awards
- Cannes Lions Grand Prix 2026
