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#GetYourGrip

A UGC-focused campaign inspiring everyday runners—created by the running community

The challenge

Continental and adidas set out to raise awareness of their partnership, built on delivering industry-leading grip for runners, through a campaign that would resonate and connect on a human level with everyday runners. The task was to celebrate the relationships that keep runners moving, and do so in a way that felt honest, inclusive, and community-driven.

With so much running content focused on elite performance, we saw an opportunity to do something different: to champion the real runners, the ones who show up rain or shine, with their mates, their dogs, their clubs, or their partners.

The insight

Running is simply better together. Whether you're chasing PBs or just clearing your head after a long day, it’s the people around us—our motivators, our supporters, our running companions—who help us stay on track.

At a time when user-generated content is not just acceptable but preferred, we knew the most authentic and effective campaign would come straight from the runners themselves. The data was clear: the most engaging content is self-shot on phones and emotionally resonant.

The game plan

Ask runners: “Who makes you run?”

Through a simple but powerful callout, we invited runners to share videos of the people (and pets) who inspire them to lace up and get moving. The campaign would be built entirely on user submissions, creating a collective portrait of community, motivation, and shared experience under the banner of #GripTogether.

Bringing it to life

We developed the creative and campaign direction from the ground up, building a concept that was emotionally resonant and strategically aligned with both brands. The campaign launched with a social callout across Continental’s channels, asking runners across Europe to submit their clips.

Within weeks, we received hundreds of submissions—funny, heartfelt, and everything in between. Using this content, we produced a feel-good hero film entirely made by the running community, for the running community. In total, we delivered over 100 video assets, including social cutdowns, stills, and localisation for multiple markets.