MADZERØ
April 2026
From calm to chaos to clarity: a marathon story where performance meets underground city culture.
An adidas Adizero activation for Manchester Marathon.
Brand activation concept for adidas Adizero combining marathon performance, underground city culture and cinematic storytelling.
Format designed as a three-part content series around Biarritz, Manchester and race day.
Deliverables included concept development, narrative framework, visual direction, talent casting, production coordination and social rollout.
Client: adidas Adizero
Brand: QUATORZE RUNNING
Project: MADZERØ
Location: Biarritz + Manchester
Event: Manchester Marathon
Format: 3-part film series + social rollout
Featuring: Kevin Ellison, Alex Ramos, POISED CULTURE
Role: Concept, creative direction, production and campaign rollout
Context
For the launch of the Adizero SS26 collection and the spring marathon season, QUATORZE was given creative freedom to build a distinctive activation around Manchester Marathon — a fast-growing European race sponsored by adidas.
Creative idea
MADZERØ reframes marathon storytelling through a cultural lens: Adizero performance, Madchester energy and zero compromise. In a city known for noise and excess, two runners choose clarity — no substances, just pace.
Experience ecosystem blocks
CALM — Biarritz
Kevin and Alex train with POISED, their outdoor culture community, between ocean and mountains.
CHAOS — Manchester
The duo enters the city through its streets, record shops, art spaces and industrial textures.
CLARITY — Race Day
42.195 km strip everything back to pace, focus and effort.
My role
Creative concept and narrative
Campaign strategy
Talent casting and coordination
Production planning
Art direction and visual identity
Copywriting and captions
Partner coordination with adidas, POISED and local contacts
Content rollout strategy
Outputs
3 hero films: CALM, CHAOS, CLARITY
Instagram Reels and captions
LinkedIn case-study post
YouTube titles, descriptions and tags
MADZERØ visual identity direction
Race-weekend content planning
Photo and video assets for QUATORZE and adidas distribution