Adidas, Intersport run Berlin Marathon campaign by Made in Amsterdam


Made in Amsterdam, a creative studio working through-the-line with global brands, has launched ‘Project Run Berlin 23’, Adidas and Intersport’s campaign to inspire runners in the build-up to the Berlin Marathon 24 September.

Berlin Marathon campaign

Designed to showcase Adidas and Intersport’s positioning as expert partners for aspiring marathon runners, the campaign features five running adventures in five different countries, each with its own unique personal narrative.

Working with Bafta-nominated director, Mikey Trotter, these stories were crafted using self-shot journals and documentary-style reporting – an approach chosen to portray each runner’s experience as authentically as possible.

AI was utilised to overcome language barriers and translate self-captured content by the runners over a period of 6 months.

The campaign will run into October – with the creative featured across social and targeting primarily 18–45-year-old runners throughout Norway, Spain, Italy, Germany, and France.

“When it comes to running, there is a world of stories out there to be told,” said Rachna Dhall Haasnoot, Creative Director & Partner, Made in Amsterdam.

“This campaign gave us a rare chance to spend some time in the lives of runners with compelling stories and understand why they want to run the Berlin Marathon as we followed their journey – both remotely and in-person.

“The entire approach required us to rethink how we create content for our clients.”

Ornella Sapia, Manager Brand Activation, Adidas, said: “What I like the most about this campaign is that – no matter your nationality, your peculiarities and your personal story – running truly unites people”.

Julia Alves de Lima, Global Brand Marketing Manager – Running, Intersport, said: “I’ve always wanted to explore true human stories within the running category and this campaign was the perfect way to connect with our consumers in an authentic and local way.”

Ollie Giles, Senior Manager Global Marketing & Activation – Football/Running/Teamsports, Intersport said “I’m truly proud to see this series come to life.

“At Intersport Our goal is to assist individuals to Find Their Place In Sport and through this PROJECT RUN series, we look to further establish a deep connection with our international community by delivering genuine content that highlights real individuals facing real situations.”