One of this week’s best spots celebrates World Down Syndrome Day and is a reminder of how crucial representation is in sports, writes LBB’s Zoe Antonov
The spotlight on creative media’s responsibility for opening up important conversations has been shining for a while now. With consumers becoming increasingly aware of the duty that brands have when it comes to sustainability, representation and ethics, some of the biggest names in the industry are happy to get involved.
This is the case in School’s campaign for adidas, ‘Runner 321,’ celebrating World Down Syndrome Day on 21 March. The spot reminds us of the importance of relatability and representation in sports. The film tells the story of the first athlete sponsored by adidas with Down syndrome and prompts us to “never leave out runner 321 of any race”.
In another sporty ad among the best of this week, lululemon collaborates with Droga5 and director Sophia Nahli Allison, to depict how women’s shoes need to be made for women’s feet first. Including some of the brand’s ambassadors, the campaign protests the fact that women’s feet have been “stuck in men’s shoes for too long” and is the first step lululemon takes in the footwear category.
Some of our other favourite spots from this week include puppet fashion shows, athletes tangled in umbilical cords and more. Check them out below!
'Runner 321' from adidas Makes Room for Down Syndrome Athletes in Sport