Nathalie Gordon

1 x One Show Award for Design | 1 x One Show Award for Experiential & Immersive | 1 x Cannes Lion Shortlist for Brand Environment & Experience Design | 1 x Cannes Lion Shortlist for Health & Wellness | 1 x Cannes Lion Shortlist for Industry Craft

At a time where everything is either AI or CGI, it’s a radical act to create a real-life piece of art. An anamorphic piece of art no less - in the desert town of Al Madam in Saudi Arabia.

In the Middle East, where summer temperatures can reach an extreme 55°C (130°F), running is not just a sport—it’s an act of resilience. Despite the heat, humidity, and lack of running-friendly spaces, over a million runners across the region continue to push through the challenges. Adidas wanted to honour these dedicated runners and encourage even more people to embrace the struggle of desert running.

To celebrate this unstoppable spirit, we launched the Adizero Desert Runner, the first-ever trainer inspired by the desert itself.

The campaign aimed to bridge the gap between endurance and artistry, creating a real-world tribute to runners who thrive in extreme conditions. We commissioned renowned earth artist David Popa to create a monumental 100-meter artwork in the Arabian desert, symbolising the perseverance of Middle Eastern runners.

Crafted under the same brutal conditions that runners endure daily - the work is a testament to the power of pushing limits. Created in 300 hours spread over 11 days, with five tons of eco-friendly materials, the structure underlines the appeal and versatility of the Adizero Desert Runner shoe – bold, dynamic, and rooted in the natural world.

800K+ engagement
15M+ organic reach
A 350% surge in interest in running, as tracked by search trends, social media interactions, and community participation
Desert Runner shoes sold out shortly after its launch