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adidas: Runner 321.

Award-winning campaign from adidas that helps neurodivergent runners get to run in the world’s biggest marathons.

Image showing four runners, with the runner at the front in an orange vest that features bib number 321.

adidas believes that when you see yourself represented in sports, you begin to see the possibilities—so they called on the world’s largest organized marathons to hold BIB 321 (a number representing trisomy 21 for people with Down syndrome) for a neurodivergent athlete who qualifies, and so show more representation in mainstream sports.

All six of the world’s major marathons (Boston, New York, Tokyo, London, Berlin, and Chicago) have now reserved BIB 321 for a neurodivergent athlete.

adidas’ “Runner 321,” campaign led by FCB Toronto with Current Global Chicago supporting with PR efforts, earned six Cannes Lions in 2023, including a Grand Prix Direct; a Gold PR; a Silver PR; a Silver Health & Wellness; a Bronze Social & Influencer; and a Bronze Brand Experience & Activation.

Watch the full campaign at Runner 321 video.