Why should a blade-running athlete with only one foot—or anyone else—have to buy expensive athletic shoes for both feet? Kinda werid, don’t you think? Adidas wanted to change this situation and made the Adidas Odds: a pair of shoes of two lefts or two rights. It is a fascinating campaign from India with Major DP Singh, India’s first blade runner.

Alexis Verschueren

Making brand experiences that stick!