Destinee Neville
Through Their Eyes
Problem: Many people with invisible disabilities struggle to feel understood.
Being an attentive and empowering brand, Adidas is the perfect advocate. By highlighting Kadeena Cox- a paralympic athlete with multiple sclerosis-Adidas can reach an audience that usually struggles to feel seen; especially in the athletic world.
Art & Content: Destinee Neville
Copy: Taylor Kemp
Print ads will have 3 peel-off strips. Symptoms of the invisible disability will be revealed-
(With a QR code to the athlete's full story on the back of the peel-off)
Adidas shoes will feature a special design that slowly glows brighter in response to the heat you generate through
exercise. This invisible design will raise specific awareness for invisible disabilities. Profits will be donated to help invisible struggles such as MS, cancer, and cerebral palsy.
Shoe inserts will contain QR codes- featuring video stories of athletes with invisible disabilities. Hundreds of different stories, but only one story per pair, creating a sense of curiosity of which story the consumer gets to experience. Each video link imprinted onto the sole will give consumers a chance to 'walk a mile' in the shoes of another person.