adidas
Trust stores
Trading commitments: giving the best products for free to people committing to give the best of themselves for the environment.
Strategic challenges:
Faced with the urgency of plastic pollution, Adidas aims to reach a wide audience with its Run For The Oceans campaign. How can it strengthen its image as an environmentally committed brand while creating preference among runners?
Response:
To capture attention and create a large collective movement around this important cause, we imagined the Trust Stores—floating shops where you don’t pay with money, but with your commitment… to run for the oceans.
The case in video :
These pop-up stores, set up in Paris, Lyon, and Bordeaux, invited a wide audience to run for the cause and take part in the Run For The Oceans challenge. In exchange for their commitment, Adidas rewarded them with eco-friendly running gear, introducing a new transaction model based on trust.
- 1 in 4 French people reached by the campaign
- 244,583 participants in France (+34% vs. the previous edition)
- 4.3 million km run**, equivalent to 43 million plastic bottles collected
This initiative enabled Adidas to reach a broader audience beyond its expected running community and strengthen its image as an environmentally committed brand by showcasing concrete actions:
- Presenting the End Plastic Waste initiative
- Showcasing the Primegreen and Primeblue product lines made from recycled plastic
- Publicly sharing its commitment to eliminate virgin plastic from all Adidas products.