Customised to the needs of the para-athlete, adidas has launched a unique footwear initiative — 'Odds'. 'Odds' is a pair of shoes for the same foot. The initiative emerged from a simple insightful idea from Taproot Dentsu of giving para-athletes, primarily blade runners, a pair of the same side footwear they need, rather than the generic pair that is sold to consumers. It is an ode to all athletes in the world who choose to run against the odds.
Credits:
Ad Agency: Taproot Dentsu, India