CASE STUDY • SPORT
How a 10-Second Reel for Runner's Paradise
Got Adidas Talking
Runner’s Paradise is one of Australia’s leading specialty running retailers. When they received stock of the new Adidas Adizero Prime SP3 sprint spike, they wanted to announce it in a way that matched the shoe’s reputation. They handed us full creative control and trusted us to make something worth watching.
CLIENT
Runner's Paradise
YEAR
2024
LOCATION
Melbourne, Victoria
SECTOR
Sport
SERVICES
Social Media Video
THE CHALLENGE
Make a product launch impossible to scroll past.
The brief was simple. Raise awareness for the new Adidas Adizero Prime SP3 and get people talking. No creative constraints, no prescribed format, no safe middle ground to hide behind.
A standard product showcase was never going to cut through. The Adizero Prime SP3 is a serious piece of footwear built for elite sprinting. The content needed to feel like it.
THE sOLUTION
From the shop floor to the starting blocks in ten seconds.
We built the concept around a single narrative arc compressed into the shortest possible format. The reel opens in store. A customer, a sprinter, is handed a box. They open it. A match cut transitions from the box in the shop to the track, where the shoe emerges ready to race. The sprinter laces up, hits the blocks, and the final frames are high energy sprint footage that does justice to what the Adizero Prime SP3 was built for.
The match cut was the piece that made it work. A seamless transition from retail environment to track that gave the reel a cinematic quality and a sense of momentum that a straight product showcase never could have achieved.
Ten seconds. One concept. Built to stop the scroll.
THE REEL PRODUCED
THE RESULT
10,000 views. One very notable comment.
The reel generated over 10,000 views and drew a comment from the official Adidas account. For a local specialty retailer announcing a new product, having the brand itself acknowledge the content is about as strong a validation as exists on social media.
MOVING FORWARD
What full creative trust produces.
When a client hands over creative control and steps back, the work is better for it. Runner’s Paradise gave us the brief, the product, and the freedom to figure out the rest. That is the kind of collaboration that produces content worth remembering.
WORK WITH US
Ready to build something like this?
Whether you need a single film or a long-term content partnership, start with a conversation.