Adidas India has launched a footwear initiative that is specifically tailored for the needs of para-athletes. Called, ‘Odds’, it is a pair of shoes for the same foot. The initiative was created by Taproot Dentsu India with the idea 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.
The campaign is led by an inspiring film featuring Major DP Singh, India’s first blade runner with Kabir Bedi lending his voice for the cause. The film captures the Major’s life and his passion for running.
“Losing a part of the body does not lead to disability,” said Major DP Singh. “Losing the will to fight out odds, does. Celebrate odds and be the winner. If you wish to give up anything, give up giving up. That’s the message I wish to give everyone. And that’s the reason I run every day”.
Speaking about the initiative, Damyant Singh, Senior Marketing Director, adidas India said, “At adidas we live a simple principle. No Athlete left behind. This philosophy is at the heart of ‘Odds by adidas’. It is our way of encouraging & cheering Para-athletes on to achieving their best on the field of play and we hope Major DP Singh’s story inspires many more to live their dreams and prove that Sports has the power to change lives”
“Apart from celebrating this courageous community, where almost every runner/para-athlete has an inspiring story to share, this campaign seeks to lead a change in consumer behaviour, I felt that a film on Major DP Singh’s life, would definitely motivate common people to get into some form of sport or physical activity. So our intention was to get this dual messaging through with this single campaign” said Santosh Padhi, Chief Creative Officer, Taproot Dentsu India, the agency that came up with the campaign idea and initiative.
“Celebrating impossibly glorious feats makes all of us strive harder and look beyond our limitations. Such is the power of this story-telling”, said Umesh Shrikhande, CEO, Taproot Dentsu India.
‘Odds’ will feature the adidas Mana Bounce from the 2017 Fall Winter range. Depending upon the need, athletes can either choose to buy a pair of shoes for the right foot or a pair of shoes for the left foot. The product will be available on www.shop.adidas.co.in