YOU KNOW WHY x adidas
Septembre 2026
Two runners. Two cities. One finish line — and deeply personal reasons to cross it.
A documentary mini-series produced by QUATORZE RUNNING for adidas Running around the Berlin Marathon.
Three-part documentary series blending emotional storytelling, marathon culture and premium running retail. Shot between Marseille, Lyon and Berlin, the project followed two everyday runners through their preparation for the Berlin Marathon while highlighting the adidas Adizero ecosystem through content, coaching, retail and community activation.
Client: QUATORZE RUNNING
Brand: adidas Running
Project: YOU KNOW WHY
Location: Marseille + Lyon + Berlinr
Event: 2025 Berlin Marathon
Format: 3-part film series + long-format documentary + social rollout
Featuring: Messaoud, Charlotte, Yoann, Benjamin
Capture: Impulse Production
Role: Concept, creative direction, production and campaign rollout
Context
QUATORZE RUNNING partnered with adidas Running to create a storytelling-led activation around the Berlin Marathon — one of the most iconic races in the world.
The objective was to move beyond performance marketing and product messaging by exploring the invisible emotional reasons behind marathon preparation.
The project also aimed to connect adidas’ Adizero franchise with real runners, real routines and authentic preparation environments through QUATORZE’s retail and coaching ecosystem.
Creative idea
Built around the line “Everyone has a reason to cross the line”, the series explored what truly drives people to run.
Rather than focusing only on race day, the narrative followed the invisible build-up behind the marathon: training schedules, life adjustments, coaching relationships, emotional motivations and personal promises.
The visual approach mixed intimate documentary filmmaking, cinematic running imagery and grounded retail moments filmed inside QUATORZE stores and the QUATORZE LAB.
The storytelling stayed intentionally human, understated and emotionally open — allowing viewers to project their own “why” into the film.
Experience ecosystem
Documentary Series
3 episodic films released around Berlin Marathon week
Full documentary version released on YouTube
Vertical-first storytelling for social platforms
Retail & Coaching Integration
QUATORZE stores featured as preparation spaces
Gait analysis sessions filmed inside the QUATORZE LAB
Coaching narratives integrated into the storyline
Product Storytelling
adidas Adizero footwear and apparel integrated organically into the preparation journey
Focus on Adios Pro 4, EVO SL and Boston 13
Media Amplification
Social distribution through QUATORZE RUNNING
Media collaboration with Views France for episode amplification around marathon weekend
My role
Original concept creation
Creative direction
Narrative development
Brand activation strategy
Talent casting & coaching integration
Production direction
Editorial supervision
Retail storytelling integration
Media & distribution coordination
adidas partnership management
Outputs
1 teaser film
3 documentary episodes
1 full-length documentary cut
Social-first Reels edits
Lifestyle and reportage photography
Product storytelling assets
Retail & e-commerce content
Instagram campaign rollout
YouTube publication strategy
Press & editorial materials
