Adidas were partnering with Dick’s Sporting Goods to launch a range of ultra lightweight shoes across a number of different sports. While these shoes were only slightly lighter than anything else on the market, we quickly realized that for serious athletes, even a tiny advantage can make a big difference. After all, as someone once said ‘it’s a game of inches’.

The campaign ran on TV, digital, OOH and instore and created a 32% uplift in sales compared to previous comparable partnerships.