In a further ambient, physical strand of its ‘Support Is Everything’ women’s sports bra collection saw Adidas install a set of eight statues of female changemakers to celebrate women breaking boundaries in the worlds of sport, fashion and culture.
The statues were erected next to City Hall on London’s South Bank and women who have been turned into three dimensional artworks are:
> Vivianne Miedema (Arsenal Footballer)
> Eniola Aluko (England, Juventus & Chelsea Footballer & Commentator & Executive)
> Francesca Brown (Footballer & CEO of Goals4Girls)
> Ellie Goldstein (Dancer & Model)
> Emily Scarratt (Rugby Player)
> Tanya Compas, (Youth Worker & Activist)
> Asma Elbadawi (Basketball Player, Poet & Activist)
> Sherrie Silver (Dancer, Choreographer & UN advocate)
Each statue was created from a scan that was 3D printed in an environmentally responsible way – using sustainably recycled marine farmed waste plastics from UK oceans.
The statues, which will sit beside City Hall for two weeks before being moved to long-term placements with the communities of the women involved, were supported by interviews, PR work and behind-the-scenes videos shared by each of the participating women on their own social media channels.
There's more statues of animals and men in London than of women.
It's time to show your support.
Location: London Riverside, City Hall, London, SE1 2DB. 17th-27th February.#SupportIsEverything https://t.co/9oQxX2uJQa pic.twitter.com/rjho4sDPeP
— adidas UK (@adidasUK) February 17, 2022
There's more statues of animals and men in London than of women.@AdidasUK are pushing for greater representation in 2022 – and we’re right behind them.@VivianneMiedema ❤️#SupportIsEverything pic.twitter.com/MpLaQO9oqJ
— Arsenal Women (@ArsenalWFC) February 19, 2022
I can't believe I'm saying this but erm, @adidaslondon chose me as one of their 8 changemakers who ‘inspire the next generation’ to immortalise in an actual statue as part to their #SupportIsEverythingCampaign
Like there's an actual statue of me, right now in London Bridge? pic.twitter.com/9p5475Av8R
— Tanya Compas FRSA (@TanyaCompas) February 17, 2022
Created by Hyperactive London, the project follows research that revealed London has more statues of men (21%) and animals (8%) than it does of women (4%).
This physical installation is part of the sportswear giant’s wider, multiplatform launch campaign for its new sports bra collection which focuses on tackling the impact of poor support on sports participation and performance.
Comment
The Adidas sports bra collection itself launched on 9 February and emerged after brand research highlighted that inadequate breast support led to movement-related breast pain in nearly half of female respondents. So Adidas aimed to redefine its own bra offering and create a range of sports bras that deliver added comfort and better fit.
The wider, global ‘Support Is Everything’ campaign spanned controversial social and outdoor strands, as well as video, web and PR work and was created by Adidas in partnership with TBWA\Neboko.
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