These completely normalized yet “ridiculous” behaviors that make women feel safer when running showed the huge disparity in perceptions of safety between men and women – this is where we saw our role to spark positive change, where we could use our global platform to drive awareness on the need for male allyship and education. And so often, the news agenda narrative places responsibility around preventing risk solely on women – from telling them what to wear, to not run at night, or not run with headphones, the list goes on.

What made adidas want to tackle this now?īefore we started out on this journey, we did some research on the topic and found that 48% of social conversation about women’s running was related to safety. Safety for women in running has long been an issue. Scroll down to read the full interview and check out adidas’ “Ridiculous Run” campaign above. We caught up with Neubrandt to find out more about the campaign, what sparked the research behind it and how adidas plans to address its male community about the significance of their support. In a bid to combat the issue, adidas has released a new campaign, dubbed “The Ridiculous Run.” The visual identity aims to depict the “ridiculous” measures that women have to take when trying to be safe on the road, from keys in their hands to only wearing one earphone. As a result, “having the support of men is so important to creating true progress here,” explains adidas Women’s Global Communications Director, Sina Neubrandt. Within the brand’s research, it discovered that 62% of men recognise there is an issue, while only 18% believe the responsibility lies mostly with them to help women feel safer when running. In part, a large portion of the responsibility lies with our male counterparts, an element which adidas recognizes to be true.

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