SEEKING TO give a new meaning to the word “fast,” adidas recently unveiled the “Faster Than_” campaign.

The thrust attempts to have “fast” go beyond as denoting mere “speed,” but also one invoking a personal feeling of self-betterment.

It is backed by a comprehensive new trend study from adidas Running, which saw insights gathered from 6,000 runners across the world with the end view of helping bring in a new era in running.

The trend study produced key findings which led adidas to come up with the Faster Than_ campaign which also aims to move people to pick up running and explore its positive effects.

Among the findings of the study is that two-thirds (66%) of runners run with a focus on personal betterment and transformation; 60% of respondents agreed that regular running provided mental health benefits, with 47% saying it allowed them to switch off from everyday stresses of modern life, and with 68% admitting it’s the only time their phones are left behind; and 18% of runners feel more inspired after a run, with 14% saying it gave them a sense of pride and 32% confessing to having increased confidence immediately after a run.

The social aspect of running was also revealed as part of the study, with 34% of those surveyed admitting they have met a future friend while running and 20% even meeting a future partner, showcasing the more unexpected social benefits that the activity can bring.

The positive repercussions of running were put to light as well, with respondents linking their post-running “high” to successes, including finally achieving something they had been putting off (34%), finding their creative flair and best ideas (30%), and even working up the courage to ask someone out on a date (17%).

To drive home what it wants to accomplish, the campaign spotlights a number of inspirational runners and their stories, which underscores that “fast” is a personal feeling whatever that might be.

Among the featured runners are Martinus Evans, a 300-lb distance runner who turned his doctor’s negative body comments and laughter into a motivational tool; Noah Lyles, the current Men’s 200-meter World Champion; emergency liver transplant survivor turned World Champion runner Ellie Lacey; and marathon legend Kathrine Switzer, who famously became the first female numbered entrant to the Boston Marathon in 1967 and was controversially pushed off the course by male runners but battled on and finished the race.

NEW SHOES
In conjunction with the campaign, adidas also came up with a range of shoes, which were made available in the country last week.

These are the 4D Run 1.0 shoes (P14,000), Ultraboost 20 shoes (P9,500), and SL20 shoes (P5,800).

The 4D 1.0 shoe features a uniquely designed and ultra-supportive 3D-printed midsole while the Ultraboost 20 provides maximum energy return in every step. The new lightweight SL20 design, meanwhile, has a cutting-edge Lightstrike midsole for explosive movements and enduring speed.

“‘Fast’ is, and always has been, a personal feeling: unique to whoever is experiencing it. Performance running will always be in adidas’ DNA with our rich history of 168 marathon wins, world records and personal bests,” said Alberto Uncini Manganelli, General Manager, adidas Running, in a release.

“For many people — including myself — the dream of a world record on the track or the marathon course probably isn’t something achievable. This does not disqualify me — or anyone else — from ever feeling ‘Fast.’ We want to celebrate that ‘Fast’ means something different to everyone — whether it’s the feeling of being faster than yesterday, the feeling of running for a cause, or the feeling of being faster than people expect. Through our diverse range of products and creations, we want to inspire as many runners as possible to go out and achieve their own personal feeling of ‘Fast’.” he added.

The 4D Run 1.0 Shoes, Ultraboost 20 Shoes, and SL20 Shoes (P5,800) are available at https://www.adidas.com.ph/.

Follow the Faster Than_ conversation on Instagram, Facebook and Twitter and using #FasterThan and @adidasrunning. — Michael Angelo S. Murillo

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