ADIDAS REIMAGINED CARB-LOADING AS A CITY-WIDE CULTURAL MOMENT DURING MARATHON WEEK
Adizero Pasta reframed carb-loading from a private routine into a collective moment, embedding performance culture into the days leading up to race day. During marathon week in Dubai, adidas showed up where runners’ attention truly lives: in the rituals that define preparation, not just performance. Rather than focusing solely on race day, the brand leaned […]