Adidas shifts focus from pure performance to the communal experience of running in the Recode Running campaign. Developed with LORE, the project prioritizes social connection, documenting candid interactions among a group of young friends in urban spaces.
The execution leans into a raw, documentary-style aesthetic, utilizing handheld camera work to maintain an unscripted feel. The visual identity incorporates grainy, analogue textures and a warm colour palette, while animated graphics and icon stickers are overlaid to create a layered, modern look.
