Below is a fine example of Adidas employing a number of advertising strategies. This ad is part of the same series of ads ran in Running Magazine in the first few issues of 1999. This ad campaign is composed of a series of pictures that create an almost homemade, cult-like appearance to them. Each ends with the caption "Runners. Yeah, We're Different." In this ad, what stands out first and foremost is the extremeness of this fellow being naked on a city street with mud caked all over his muscle-ripped body, but not acting as though its any big deal. He is different from the rest of society, especially the two older women gawking at him (who have been cut out of this picture in transferring it to the web). Notice how the two pairs of Adidas shoes are only minor aspects of this advertisement. The image of being different is paramount and obvious. To the experienced trail-runner, or one who would like to be an experienced trail-runner, this ad no doubt creates a sense of belonging to a group of superior athletic individuals who are superior athletes and quite different from the rest of society.