Description
Most sports products are designed for the average athlete and only adapted later for people with disabilities. As a result, millions of adaptive athletes face unnecessary barriers, discomfort, and limited access to performance equipment. adidas saw an opportunity to rethink the process by designing with adaptive athletes from the start, rather than for them at the end.
Inspired by conversations with athlete Chris Nikic, the first person with Down syndrome to complete an Ironman, adidas set out to create its first performance running shoe developed by and for adaptive athletes. The goal was to build a shoe that addressed real accessibility challenges while delivering the same performance standards expected from any elite running product.
Over multiple years, adidas collaborated with Chris Nikic, inclusive design specialists at GAMUT Management, Paralympians, wheelchair users, and people with a wide range of disabilities. Their insights shaped features including an easy step-in heel, magnetic pull loops, tactile design elements, low-pressure lacing, and a wider fit. The resulting Supernova Rise 3 Adaptive combined these accessibility-focused innovations with proven running technologies such as Dreamstrike+ foam and LIGHTTRAXION grip. The shoe launched globally on World Down Syndrome Day 2026.
The project delivered adidas’ first performance running shoe specifically designed through an adaptive-first process and earned the GAMUT Seal of Approval™ for inclusive design. More importantly, it demonstrated how co-creation with athletes with disabilities can produce products that improve independence, comfort, and performance, helping make running more accessible for a broader community of athletes.
This professional campaign titled 'Supernova Adaptive (case study)' was published in Canada and United States in June, 2026. It was created for the brand: adidas, by ad agencies: TBWA, TBWA\, and TBWA\Canada. This Content, Design, and Experiential media campaign is related to the Sports and Sportswear industries and contains 1 media asset. It was submitted 17 days ago by LLLLITL.
Credits
Brand: adidas (Herzogenaurach, Germany).
Creative Agency: TBWA\Canada (Toronto, Canada).
Adaptive Design Partner: GAMUT Management.
Featured Athletes: Chris Nikic, Tracy Otto, Haven Shepherd.
Production:
Omnicom Production (Toronto, Canada).
Mirror3D VFX (Toronto, Canada).
Suneeva (Toronto, Canada).
Overflow Productions (Orlando, USA).
Sawtooth Studios (Orlando, USA).
Post Production & Audio:
Alter Ego (Toronto, Canada).
Motomotus (Toronto, Canada).
NimioPere (Toronto, Canada).
OSO Audio (Toronto, Canada).
Citizen Music (Santa Monica, USA).
Additional Partners:
adidas (Erlangen, Germany).
Bogota (Curitiba, Brazil).
Canadian Down Syndrome Society (Calgary, Canada).