Yelena Isinbaeva. The Final Vault
"I’m not giving up. I’m moving forward".
TUTKOVBUDKOV teamed up with Adidas to produce the official farewell message of an athletic phenomenon, Yelena Isinbaeva, as part of the global #heretocreate campaign.
Yelena Isinbaeva is a record-shattering pole vaulter, with 28 world records and 2 Olympic golds behind her.
She was barred from participating in Rio 2016 despite her proven clean record and invaluable contribution to the sport.
The 2016 Summer Olympics were supposed to become the last sports event she would participate in before she retired as an acting athlete.
On the day of the Women’s Pole Vault Finals in Rio, August 19, Yelena Isinbaeva released a video titled "The Final Vault" on her social pages.
The video follows Yelena as she continues her training in her native Volgograd following the verdict that has denied her entering the competition.
She performs the vault in an empty track-and-field arena where most of her career’s training took place.
"No one can stop me. I’ll just keep reinventing myself".
By relating a story of her own personal struggle and overcoming barriers Yelena has become one of the more vocal speakers for the #heretocreate campaign by Adidas.
Since the video was released as a personal statement from Yelena, this branded content promo by Adidas was able to garner unprecedented support from the media, with the video appearing in Russian state TV and leading news publications.
Soon after the launch of the video, Yelena Isinbaeva announced that she would be participating in an open women’s training event, Adidas Urban Tri.
Isinbaeva broke another record by generating a staggering 20,000 registrations for the event is Moscow’s Museon Park in 4 days.
The final vault of Yelena Isinbaeva became the most-talked about #heretocreate event by Adidas Russia.
More than 500,000,000 impressions were accumulated since the video was never intended as a promo — instead, it became a real-life story of conflict and achievement by a legendary athlete.