Nelson Mandela once said, “Sport has the power to change the world.” adidas’ core belief is “through sport, we have the power to change lives.” But what happens when participating in a sport itself puts a person in danger? In the U.S., 82% of Black runners report experiencing racial discrimination and 40% do not feel safe running. adidas understands it has the opportunity and responsibility to create more possibilities for Black runners. Running While Black was born out of an eagerness to inspire change in sport and in the wider world.

On Feb. 23, 2020, Ahmaud Arbery went for a run in a quiet Georgia neighborhood. It would be his last. Ahmaud was murdered by White men who thought he was “suspicious.” It was the culmination of something the Black community already knew to be true – running while Black in the U.S. exposed runners to suspicion, racism, threats, and violence. adidas, with a heritage in running and ties to the community, wanted to shine a light on Black runners whose stories had the power to highlight the need for accessibility & safety and inspire positive change. We wanted Running While Black to become inspiration that would create more possibilities for runners.

82% of Black runners report experiencing racial discrimination and 40% do not feel safe running. For the Black community, the act of running is marked by a history of profiling and violence that often makes the otherwise healthy and empowering sport a source of fear.

With partners Vice Media Group and Religion of Sports, adidas could connect the right talent and elevate meaningful community stories to shine a light on the reality of the issue via a three-part Running While Black video series distributed and promoted across Vice and adidas channels. This would be complemented by outreach and promotion via athletes and grassroots organizations, which would also help create visibility, change the conversation, and accelerate sport in Black communities.

Directed by Jenn Shaw and narrated by gold medalist athlete Jackie Joyner-Kersee, Running While Black was a three-part video series to highlight complexities that come from running while Black. It would honor Ahmaud Arbery’s memory, pay tribute to Black runners, shine a light on the issues Black runners face and offer inspirational stories, all while promoting safe running for new generations of runners, particularly Black men and boys.

We wanted to reflect the reality of the Black community as well as reach a broader audience in order to inspire real change.

Given the history of violence towards Black athletes in the U.S., the series – as well as promotional efforts – required sensitivity and empathy, without commercial exploitation. Specific attention was given to ensure members from the Black community were the primary representation in all aspects of the production, in front of and behind the camera.

Running While Black consisted of three 20-minute video episodes, “We Are Here,” “We Represent” and “We Run Things.” Prior to release, the promotional effort kicked off with a press release mid-June in key industry trades, as well as running & culture trades ahead of the wider docuseries rollout in late June/early July. The episodes ran across Vice and adidas properties, including linear and digital TV. This was complemented by Social and OOH promotion, as well as digital articles & newsletters. Activations took place in key cities from NYC to LA where there were special Juneteenth screenings of the film. The live events included a bazaar for Black businesses, activities lead by adidas Runners (aR) captains, leaders of a running community created by adidas, and panel discussions.

Running While Black had a scaled reach of over 38 million video views and 45 million earned impressions, bringing visibility to this topic, helping people see possibility for change and inspiring them to take action. Running While Black resonated with both Women and People of Color showing significant lifts across all sponsorship metrics.

adidas saw a lift in unprompted brand awareness of 6-points – showing viewers associated the brand with the purpose of the content. There was also a 4-point lift in perception as a brand committed to supporting the Black community. Running While Black also significantly grew search for adidas.

This campaign wasn't about selling a product or targeting an audience. It was about using the power of sport to create change. Nelson Mandela showed us the way when he used sport to unite a racially divided country. In his words: "Sport has the power to change the world," and adidas truly believes this. Through Running While Black, adidas made a real difference demonstrating a larger, ongoing commitment to supporting Black communities. From the inception of the idea through to its execution, this powerful docuseries uplifted voices in the Black community, and created awareness and visibility for the need of accessibility & safety for Black runners. adidas wanted to change the conversation in sports by promoting equality through athletes and grassroots organizations accelerating sport for Black communities and was able to do so through this partnership.

While some commentators in the U.S. saw the election of Barack Obama as an event heralding a “post-racial society,” the years following his two terms have shown an uglier truth. The police killings of Black Americans that led to the Black Lives Matter movement might have caught some Americans by surprise, but it wasn’t news to the Black Community. The February 23, 2020, murder of Ahmaud Arbery while he was out for a run added another tragic chapter to the narrative. A clearly innocent man was murdered by White men for the simple act of running while Black. The event highlighted injustices faced by the Black community and provided a stark example of what is meant by “White privilege.” For some White people, it was the first time they understood that something they take for granted – running through a neighborhood – could be lethal for the Black community.