THE SMILE INDEX x adidas
December 2025
No pace, just smile.
Measure what matters: the smile at the finish.
A comfort-first running activation created by QUATORZE RUNNING for adidas around the launch of the Supernova Rise 3.
Built around a simple idea: running doesn’t always need to be measured through pace, distance or performance.
THE SMILE INDEX replaced traditional running metrics with a single one — how good you feel when the run is over.
Combining creative film, spontaneous runner encounters, photography, retail and media amplification, the campaign positioned the adidas Supernova Rise 3 around comfort, enjoyment and a more pressure-free approach to everyday running.
Activation developed for QUATORZE RUNNING as part of my role as Head of Marketing & Brand.
Client: QUATORZE RUNNING
Brand: adidas Running
Project: THE SMILE INDEX
Product: Supernova Rise 3
Location: Marseille, France
Format: Hero film + POV social content + photo series + retail activation + media rollout
Featuring: Messaoud & Léa
Role: Concept, creative direction, production and campaign rollout
Photos & Graphics: Pierre Levaillant
Video & Edit: Théo Pisano
Context
Most running communication is built around numbers: pace, distance, splits, personal bests.
Yet adidas shared a very different insight: 63% of runners believe the best part of running is when it is over.
For the launch of the Supernova Rise 3, the challenge was to translate adidas’ Supercomfort Supernova platform into a distinctive QUATORZE activation — moving away from performance pressure and focusing instead on the simple pleasure of running and feeling good.
Creative idea
What if the only metric that mattered was your smile?
THE SMILE INDEX playfully borrowed the visual language of running trackers while removing every traditional performance metric.
No pace.
No segments.
No comparison.
Instead, runners were given a Smile Index — a simple before-and-after measure of how they felt.
The campaign was built around the line:
“No pace, just smile.”
The Supernova Rise 3 became the catalyst for that shift: from expectation to enjoyment, from numbers to feeling, from running performance to running pleasure.
Experience ecosystem
Hero Film
Creative film starring Messaoud and Léa
Before / after narrative built around Léa’s changing Smile Index
Supernova Rise 3 integrated as the trigger for the transformation
Product, landscape and running experience captured along Marseille’s Corniche
POV Social Content
Messaoud approached everyday runners directly while wearing Ray-Ban Meta glasses
Short, spontaneous conversations around why they run and how they feel
Runners invited to test the Supernova Rise 3
Social-first format designed for Reels and TikTok-style consumption
Before / After Photography
Identical portraits captured before and after running
Split-screen executions showing the emotional transformation
Smile Index scores integrated directly into the visual identity
Assets adapted across social, web and retail
Retail Activation
Supernova Rise 3 integrated across the QUATORZE store network
In-store competition inviting runners to share their biggest smile
Product discovery connected directly to the campaign narrative
Media Amplification
Editorial partnership with Dr.Good!
Dedicated carousel and Stories around the campaign insight
Campaign assets, product storytelling and competition amplified to a wider lifestyle and wellbeing audience
Social cross-posting and traffic redirected towards QUATORZE
My role
Original concept creation
Brand activation strategy
Creative direction
Campaign naming & copywriting
Narrative and film development
Talent casting
Production supervision
Social content strategy
Retail activation development
Media partnership coordination
adidas partnership management
Campaign rollout across social, web, CRM and retail
Outputs
1 hero campaign film
Social-first POV video series
Before / after portrait series
Product & lifestyle photography
THE SMILE INDEX visual identity
Social campaign assets
Instagram Reels & carousel content
Media amplification with Dr.Good!
Dedicated newsletter
Homepage & e-commerce assets
Blog / editorial content
Retail screens & in-store communication
Instagram competition
