Odds by Adidas: Inspiring Campaign For The Ones That Compete Against The Odds

In the wake of recently held 2016 Paralympic Games, Adidas launched a new campaign, or better said, an initiative called ‘Odds’. Its goal is to fulfill the needs of para-athletes and others who, for whatever reason, only need a right shoe or a left one. The message is simple – “No athlete should be left behind!”

The concept of this campaign is the work of Taproot Dentsu agency which had the help of Carat Media and it emerged from the idea of giving blade runners and other para-athletes a pair of shoes for the same foot.

“At Adidas we live a simple principle. No athlete left behind. This philosophy is at the heart of ‘Odds by adidas’. It is our way of encouraging and cheering para-athletes on to achieving their best on the field of play and we hope Major DP Singh’s story inspires many more to live their dreams and prove that sports has the power to change lives.” –  Damyant Singh, senior marketing director at Adidas India

athletes competed at 2016 Paralympics

This unique footwear initiative was promoted with the help of two ads. The first one captures the life and dedication of Major D.P. Singh, India’s first blade-runner who has some really inspiring story behind him. The second one is showing the story from the point of view of a para-athlete’s shoes.


The Story of Singh

Singh is a war veteran who lost a leg in the Kargil war (1999). At the age of 25, he was hit by a mortar that caused huge damage to his body. Doctors declared him dead, but he showed a strong will and came back. To save his life, doctors had to amputate his leg, but that didn’t stop him from dedicating his life to running. By the start of this campaign, Singh competed in 18 marathons and today, with the help of his story, he motivates and inspires others to never give up.

With this campaign from India, Adidas once again proved its greatness in sports business and showed us why is this German company one of the biggest brands in the world. This move backed the brand’s vision, beliefs, and philosophy.

A lot of brands avoided Rio Paralympic, but Adidas wasn’ t one of them. ‘Odds’ initiative was emotional and produced a strong message.  What that being said it, it drew attention and it helped in promotion of the Games, para-athletes and brand itself.

So far, the ‘Odds line’ is available in the Adidas Mana Bounce model, in men’s sizes only. Athletes can choose between a right or a left pair.


“Losing a part of the body does not lead to disability. Losing the will to fight out odds, does. Celebrate odds and be the winner. If you wish to give up anything, give up giving up. That’s the message I wish to give everyone. And that’s the reason I run everyday.”Major DP Singh

Nikola Popović

Nikola Popović

Overtime Sports Marketing

If you have any questions about sports marketing, feel free to contact me at ni.popovic@outlook.com.

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