Adidas – ‘Recode Running’

Client – adidas

Music by Benjamin Hudson & James Stewart
Director – Sophia Ray
Producer – Jess Duffy
DoP – Joe Douglas

Agency – The Midnight Club

In 1934 a young woman named Florence Illot surpassed expectations and defied social norms by taking on a challenge and running across a famous bridge in London.

This film celebrates the way Florence ‘gave it a go’ and explores five other women’s relationships with running in London today and how it has become an integral part of all their lives.

We are taken on a journey of how these women have re-coded what running really means to them, both individually and as a collective, before we witness them all come together to take on the challenge that Florence set all those years ago.

The film is a true collection of the ever-growing London running community, and all it brings to the women who are part of it.