Capturing a gritty middleweight boxer’s journey, we spotlighted tenacity and heart, aligning Adidas strategically with the reality of unleashing one’s inner champion. Kaze created a brand narrative centered around connecting communities that see themselves in the boots of this boxer. Greatness doesn’t come easy but the scars are indicators of success to becoming a champion.
As an agency born from the boxing ring under our original name “Haymaker”, we’re no stranger to embracing life’s battles. With an inherent understanding of grit and determination, we storyboarded narratives that mirror the human spirit's resilience.By candidly profiling a middleweight boxer’s unrelenting dedication peppered with raw emotion, we aimed to authentically resonate with athletes who push possibilities not for trophies, but the climb itself.
Our goal was to draw vivid parallels between a fighter’s solitary journey and the universal language of achieving greatness, inspiring Adidas’ customers to embody that fighting spirit mentality to their own lives. We empowered Adidas to infuse their brand ethos with conquering obstacles that apply to the “24/7 fighter”. There’s a fighter that lives within each of us. The objective is to remain undefeated.
