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India-born★Adidas' First Shoe for Para Athletes: "Odds"
Adidas launched "Odds," its first product line for para-athletes. Odds are sports shoes designed for para-athletes with a prosthetic leg, sold as a set of two shoes where only one is for the left or right foot. They support athletes who challenge themselves to run without being deterred by their disability.
Tapple Dentsu Inc., part of the Dentsu Aegis Network (DAN), played a leading role in the product's creation from the concept development stage. Their campaign, developed alongside KARA (also part of DAN), portrays the passion for marathon running and the grueling training days of Major D.P. Singh, India's "Blade Runner," a former soldier who lost a leg while hovering between life and death on the battlefield. Having already competed in over 18 marathons and continuing to seek new challenges, Singh states: "Having a prosthetic leg doesn't stop me from running. Bet on possibility and become a winner. If you're going to give up on something, give up on giving up. That's what I want to tell everyone. And that's why I keep running."
Santosh Paddi, Chief Creative Officer at Taproot Dentsu Inc., explains, "Every para-athlete likely has a story like Mr. Singh's. Simultaneously, their lives can inspire people without disabilities to get moving and take up sports. This campaign has a dual significance." Umesh Shrikande, CEO of the company, added, "Witnessing such a great act makes us strive harder to break through our own limits. That is the power of storytelling."
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