Adidas: Mental Athlete

• Prize
  Winner in Integrated campaigns / Advertising
• University
  Fashion Institute of Technology
• Lead
  Yeajin Lim

Asian women have the lowest ADHD diagnosis rate in the world. Raised under cultural expectations to be quiet, composed, and perfect, many mask their symptoms out of shame—blaming themselves without realizing it’s ADHD. In sports, struggle is seen, respected, even celebrated. So what if we treated their invisible battles the same way? Adidas launched Mental Athlete—reframing them as athletes of the mind, and honoring their invisible struggle. We became their first trainer, supporting their race and creating a trainer built for them. Because every athlete deserves a trainer.