Partnering with the Brazilian Paralympic Committee to reshape what it means to be an athlete.
Paralympic athletes are often defined by their stories rather than their achievements. They are seen as heroes, victims, or symbols of resilience. But they don’t want recognition for their journeys. They want to be seen for what they are: athletes like any other. It was time to change that.
That’s where DOJO came in. Together with ASICS and the Brazilian Paralympic Committee, we transformed a product launch into a movement. For the first time, athletes shaped what they wore. Gear that fit not just their bodies, but their identity.
But a great product needs a great story. So we built a bold manifesto and a striking campaign that made people stop and rethink.
The conversation spread from headlines to social feeds, turning athletes into protagonists and a campaign into a cultural shift.
R$30M in earned media
12.3K shares across social media
