We explored young athletes’ struggles and mindsets to help Adidas support their mental and physical wellness.
10 young athletes2-week online community
The challenge
COVID-19 left young athletes in lockdown, apart from coaches and peers. Adidas wanted to understand the links between sport and mental health.
Our approach
Through video and written tasks and interviews, we followed athletes’ motivations, training memories, defining moments and support systems.
The result
A new role for Adidas as a companion to athletes, seen in campaigns for emerging sports and its partnership with Olympic champion Su Yiming.
Brand-wide figures reflect the client’s overall performance, not this project alone.
