I was tasked with telling a compelling story about a pack of three classic adidas shoes that were being reissued – one from the 80s, one from the 90s and one from the 00s. Rather than focusing too heavily on technical details, I opted to inspire the consumer by telling the story of the evolution of the adidas running shoe through the life and career of legendary long-distance runner and adidas athlete Haile Gebrselassie.
