We Gave Up (On the Right Things)

Inside Adidas’ bold sustainability campaign—and what “giving up” can do for your brand story.

Author

Javier García
November 04, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Adidas – “We Gave Up” (2025 Global Sustainability Campaign)

Adidas’ “We Gave Up” campaign begins with a stark black screen and the words: “We gave up.” The spot then unfolds to reveal everything the brand has stopped doing—using virgin plastics, fast-fashion drops, and excess packaging. It ends with clean shots of its new circular-design shoes and the line: “We gave up waste. Not progress.”

Key marketing lessons
• Lead with contradiction: Opening with apparent defeat instantly captures attention. Reversing expectations keeps viewers watching.
• Show action, not ambition: Rather than promising sustainability, Adidas lists what it no longer does. Proof replaces posturing.
• Minimalism reinforces honesty: The stripped visuals and calm narration make the message feel confident and credible.
• Turn loss into leadership: Admitting what you’ve given up reframes sacrifice as strength—an idea powerful in purpose-driven branding.
• Consistency across channels: From packaging to web design, every campaign touchpoint reflected the new minimal aesthetic, turning sustainability into a design language.

Takeaway:
Adidas’ “We Gave Up” shows that transparency can be the boldest form of storytelling. When brands own their limits and choices, purpose stops sounding like marketing—and starts feeling like truth.

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Weekly Tip

Use Analogies to Simplify

Complex ideas stick better when they’re compared to something familiar.

• Find real-world parallels your audience already understands
• Keep comparisons short and relatable
• Use them to explain, not to decorate

A good analogy turns confusion into clarity in seconds.

Weekly Challenge

Audience Pain Point Post

This week, create one post that speaks directly to your followers’ biggest struggle:

• Identify a recurring problem your audience faces (through comments, DMs, or polls)
• Write a post that acknowledges that pain clearly and offers one actionable tip to ease it
• Keep the tone empathetic and solution-oriented
• Track comments and shares—they often spike when people feel understood

Content that solves real problems builds trust faster than any trend.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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