The Challenge

Adidas was launching two new high-performance stability shoes, the adiStar Control and the Supernova Control, and needed a pan-European campaign that would drive in-store sales across diverse markets. The brief was to create compelling point-of-purchase materials and integrated digital assets that made the shoes desirable and understandable to serious runners.

The Insight

Both shoes featured advanced Ground Control System technology, designed to absorb horizontal forces and adapt to uneven terrain. But runners don’t buy shoes for the science. They buy them for what the science does, better grip, smoother landings, more consistent performance across real-world surfaces.

We realised the audience didn’t want lab talk. They wanted real-world advantage.

The Idea

We flipped the conversation from features to function.

From specs to story.

And created a unifying creative platform with universal truth:

“Because the World’s Not Flat.”

It worked across all languages and landscapes, from cobbled streets in Prague to canal paths in Amsterdam, turning local terrain into our proof of performance. Textures, gradients, and environmental friction became our visual language. Not just where you run, but what you run on.