The Adidas Runner 321 campaign is a significant initiative that champions inclusivity and representation within the sports community, particularly for neurodivergent athletes. Launched on March 21, 2022, to coincide with World Down Syndrome Day, the campaign is named after Trisomy 21, the medical term for Down syndrome, and aims to reserve bib number 321 for neurodivergent individuals in races worldwide. The campaign, conceptualized by FCB Toronto, has garnered international recognition, securing the Direct Grand Prix at the Cannes Lions International Festival of Creativity. It represents a concerted effort to improve the visibility of neurodivergent athletes in mainstream sports and has been successful in enlisting 476 neurodivergent runners and 327 races, including major marathons such as London, Chicago, Berlin, Tokyo, New York, and Boston.
Runner 321 not only focuses on running but also seeks to inspire neurodivergent athletes across various sports disciplines. The face of the campaign, Chris Nikic, a 24-year-old athlete with Down syndrome, has become a symbol of this movement, participating in prestigious marathons like those in Boston and New York City. Adidas’ collaboration with FCB Canada and the Canadian Down Syndrome Society on a mindset study examining the impact of physical fitness on cognitive abilities in individuals with Down syndrome laid the groundwork for this initiative.