(FROM SUNRISE TO SUNSET)
Adidas
30+
media titles
13+
M SEK in PR value
14M+
readers reached
3.2M
reach on social
Ramadan communication in Sweden is rare. And when it happens, it’s usually harmless – celebration and food. Meanwhile, nearly 10% of the population is Muslim. Many of them train while fasting. With almost no guidance, and even less visibility.
adidas didn’t want to post support. They wanted to do the work.
We built Från soluppgång till solnedgång to close the knowledge gap around fasting and training – through real perspectives from pro athletes and everyday exercisers. Because this isn’t one story. It’s a thousand individual negotiations between discipline and energy.
The campaign centred on two things: an intimate film, and a hub with practical guidance for training during Ramadan. With a limited paid budget, we made it PR-led from day one – pitching the initiative and the people behind it to Swedish and international media.
Recognised with Gold at the Content Awards, Idea of the Month in Resumé, and a diploma in Guldägget.
From sunrise to sunset for Adidas
Nearly 10% of Sweden's population is Muslim, yet few Swedish brands communicate around the religious holiday of Ramadan. Those that do typically focus on the festivities and the food.
Ahead of the holiday, adidas wanted to launch a campaign aimed at sparking a conversation, spreading inspiration regarding fasting and exercise, and positioning adidas as the most inclusive sports brand in Sweden.
FASTING AND TRAINING SHARE A COMMON LANGUAGE: THE DISCIPLINE TO ENDURE AND THE POWER OF THE INDIVIDUAL EXPERIENCE.
Therefore, we wanted to highlight the diverse perspectives and experiences of both professional athletes and everyday fitness enthusiasts, thereby bridging the existing knowledge gap.
Based on this, we developed the concept “From Sunrise to Sunset,” where the campaign's two main elements were an inspirational film and a campaign site with information about training during Ramadan. The campaign concluded with an Iftar event where well-known Muslim influencers and profiles could break their fast together. With a limited advertising budget, the campaign was highly PR-driven – both in concept and execution. The initiative and the participating profiles were pitched to both national and international media to amplify the campaign and its personal stories.
The result was 30+ titles, in Sweden and internationally, reporting on the campaign. This led to a potential PR reach of over 14 million readers and a PR value of 13+ million SEK. On social media, the campaign achieved a total reach of 3.2 million. The campaign, which was one of the first of its kind in Sweden, managed to break new ground and spark a conversation about fasting and fitness during Ramadan, leading several media outlets to report on and interview local athletes and experts on the subject.
The campaign has also been awarded gold in the Content Awards, the category “Idea of the Month” in Resumé’s Campaign of the Month, and a diploma in Guldägget.
