This is an ad campaign promoting a new running shoe and adidas' involvement insome of the world's most popular marathons. The aim of it was to take apersonal look at what drives people to accom-plish such a feat ofendurance. We interviewed runners of all ages, shapes and backrounds tofind out what keeps them going. We found that everyone has adifferent "reason to run". The campaign takes a reportage look at everyday people as they cross the finish line. These are not professionalathletes, there is no make up and no posing for the camera-this is real life.