The Impossible Run
The extraordinary challenge of becoming the first woman to run across the world’s tallest building
adidas’ brand mission is to prove that ‘Impossible is Nothing’, empowering people across all genders, ages, and ethnicities to challenge limitations in sport and beyond. To deliver proof on this promise, we created an awe-inspiring and highly shareable inspirational stunt to help people realise that they too can challenge limitations and achieve great steps forward in their own wellbeing by getting involved with the Dubai Fitness Challenge, Dubai’s 30-day fitness festival.
We know that so often people, and particularly women, do not consider that they can challenge limitations in sport. Taking this insight, and inspired by Tom Cruise’s Mission Impossible stunt, we set professional free runner and parkour athlete Lynn Jung, the extraordinary challenge of becoming the first woman to run across the world’s tallest building – Burj Khalifa.
Filmed by three FPV drones and shared across social platforms, ‘The Impossible Run’ created an adrenaline-fueled and highly shareable launch for the Dubai Fitness Challenge. It inspired people everywhere to smash limitations and demonstrated to the masses that ‘Impossible is Nothing’.
With this exhilarating piece of experience content, we helped adidas achieve their objectives for PR and brand penetration – particularly with the Gen Z consumer – while also making adidas the number one brand across Dubai Fitness Challenge in share of voice.
The gravity defying stunt was picked up across regional media including Lovin Dubai, Khaleej Times, UAE News 247 and Visit Dubai. Lovin Dubai’s social post of the stunt alone racked up over 120K video views on the day of launch, raising significant awareness in adidas’ Dubai Fitness Challenge offering and encouraging hundreds of thousands to take part.