Adidas' global campaign for 2025 focuses on the importance of positive energy in sports, highlighting everyone who encourages, cheers, and supports.
As part of the campaign, there’s a challenge on the training platform Strava, where participants aim to collect 100 active days over a year.
Republic developed the design and concept for the challenge’s website, working alongside a team from Adidas. The technical platform was built by Tigertech.
Adidas is a global brand and Europe's largest manufacturer of sportswear and footwear. Their headquarters are located in Herzogenaurach, southeastern Germany.
Strava is the world's largest training community, with over 100 million users in 195 countries.
On the landing page, users grant permission to retrieve workout data from Strava. One early idea we had was to use the Strava profile picture as a background image—not only to make the experience more personal but also to create a smoother transition between the Adidas and Strava sites.
To ensure this worked with all types of images—which we couldn’t control—we added a darker overlay and heavy blur. This also guarantees that text remains legible and maintains sufficient contrast, whether the user has a dark photo of themselves in a tunnel or a bright picture of their white cat in the snow as their profile image.
The most important views in the app are the ones that track user progress and positive comments—what we call the Positivity Dashboard. Comments are analyzed with an AI tool and can be sorted by "cheerfulness" or in chronological order.
Even though profile pictures are typically low resolution, the blur effect allows them to scale up effectively, even on large screens.
The Strava challenge itself can be found at here so feel free to sign up!