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Call It OUT

Campaign | Adidas Running

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Project Details

Roles             : Strategist & UI/UX Designer
Credits          : Lucas Kao, Megan Mulia, & Tam Do 

2024

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The Brief

The challenge was to revitalize adidas Runners for a more diverse, Gen Z audience. While loyal runners remained, younger communities saw the brand as stagnant.

To stay relevant in a crowded space, adidas needed to evolve into a purpose-driven, inclusive movement that reflects Gen Z's values, authenticity, simplicity, and change

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The Challenge

Problem

Over 60% of women have experienced harassment while running, with 1 in 4 facing it regularly. These incidents, range from catcalling and unsolicited comments to body shaming and intimidation, making public spaces feel unsafe and exclusionary.

Insight

Women runners don’t report harassment because it has become the norm

Solution

We introduced the Call It Out feature on the Adidas Running app, allowing runners to report harassment in real time. Backed by an OOH campaign to raise awareness, the initiative challenges the normalization of harassment, advocating for safer, more inclusive streets for all

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In App Features

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1. Call It OUT Button (Emergency Button)

The button acts as an emergency alert, notifying nearby runners when someone feels unsafe. It shares the runner’s live location, highlights nearby safe zones to escape harassment, and includes an option to contact the police directly within the app.

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2. Safe Route Recommendation

Recommends safer running routes based on community feedback and runner reports, helping users avoid areas known for harassment. The route suggestions adapt over time based on user behavior and shared experiences

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OOH

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We replaced street signs in London with real quotes from catcallers, placed exactly where the incidents happened. Each sign includes the date, time, and what was said, to raise awareness that harassment can happen anywhere, and to confront catcallers with the impact of their words

Curious to learn More?

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