Most youngsters have never had the chance to meet somebody with intellectual disability, therefore is not easy for them to be interested in Special Olympics events. We gave them the excuse to meet people with ID and find out how fun it can be.

The idea was to create an exclusive and limited edition shoe. So we bring together two athletes: one with ID and one without it, their movements were captured to create the pattern that is printed in our shoe. Then, we released digital content creating great expectancy about The Unified Shoe and finally, announced a launch party. At that party we revealed the only way to get this special edition: sign up to volunteer for Special Olympics.

The idea started with the union of two athletes: one with intellectual disability and one without it. We dressed them in LED suits and, using long-exposure photography, we captured their movements, forming the pattern that is printed in our shoe.

After the shoes were created we released digital content about it and finally announced a launch party where young people could see the shoe and meet Special Olympics athletes. At the party we revealed the only way to get the shoe: become a volunteer for Special Olympics. The party took place in Mexico City and can easily be replicated in any other city.

75% of the attendants to The Unified Shoe launch party signed up to volunteer at Special Olympics events. In one day we got the same number of volunteers than in one year. Through this idea we made people who had never volunteer for anything to get involved with Special Olympics and interact with people with ID for the first time. The organization needed 150 volunteers but we recruited 250.