The HEAT is any challenge you’re facing. HEAT can be physical, psychological or literal. It may be a big game, mounting pressure or simply rising body and weather temperatures. Adidas want to celebrate the people that thrive in the heat, those who seek it out so they can see what they’re made of. For them, every challenge they overcome makes them better than they were before. So, under the Brand concept ‘If you stay ready. You don’t need to get ready’ we came up with the creative platform: HEAT.RDY and these are some of the messages we created to this campaign.