ABOUT

For Tokyo 2020, we flipped our iconic campaign line ‘Superhuman’ and this time told the human story of the Paralympians. After all, disability is not what sets these athletes apart – it is the very human qualities of dedication, sacrifice and obsession that they take to the next level, in order to compete on a global sporting stage. We reclaimed a piece of traditionally negative language, ‘It’s rude to stare’ and turned it into a bold statement of excellence – because after these athletes gave 5 years of their lives to train, it really would be rude not to stare.