February sees Adidas unveiled a new global women’s campaign, ‘Unleash Your Creativity’, revolving around the struggles of a fresh wave of female athlete ambassadors and themed around defying convention.
This new, 15-strong set of Adidas endorsers – who all share a personal story about creative invention and drive – range from UK kick-boxing champion Ruqsana Begum, all-star Candace Parker and exercise influencer Hannah Bronfman, to fitness instructor and best-selling author Robin Arzon and model Karlie Kloss.
The campaign, developed with 72andSunny, is spearheaded by a 30-second, multi-athlete ad debuting on 1 February.
The hero commercial is amplified through additional campaign pieces deployed across the sportswear giant’s vast portfolio of digital platforms and social channels.
Hard work only gets you so far. To make a difference, you need something more powerful. Unleash your creativity. #HereToCreate pic.twitter.com/glnH5TfzPN
— adidas (@adidas) February 1, 2017
These are all further supported by a short film series that brings to life stories of all 15 female athletes around the globe.
For example, Karlie Kloss’ spot explores how she uses her imagination to make a difference in the world,
while Ruqsana Begum (British and European kick-boxing champion) talks about how she blazed a trail for Muslim women to access sport.
Further spots in the set, for example, feature Miho Nonaka,
Nora Vasconcellos,
Mariana Pajon,
Cassandre Beaugrand,
and Hannah Bronfman.
The assets all aim to channel viewers to the initiative’s digital hub at www.adidas.com/heretocreate
‘Unleash Your Creativity’ is running internationally in more than 20 markets in media peaks based around key sport events: int he USA these include the Super Bowl LI, the NBA All-Star Game and The Academy Awards.
‘Hard work is a given. We believe that athletes who tap into their creativity have a powerful edge,’ explains Adidas senior director of global brand communications Lia Stierwalt.
‘The initiative aims to further reinforce the brand’s strategy of engaging athlete’s imagination in order to unleash their creativity.
‘Like this campaign, creativity enables me to accomplish more and follow my passions. It is inspiring to work alongside this incredible group of women and help each other achieve our personal goals,’ comments Kloss herself.
Activative Comment:
The new campaign dovetails with earlier gender-specific marketing – such as 2016’s ‘Here To Create’ spot series (which featured some of the same endorses),
and promotes the brand’s ongoing commitment to improve the way it serves and interacts with women athletes by creating new products for them (such as new footballs specifically for women).
The aim of championing of creativity and defying convention has been a focal point of Adidas’ positioning and marketing for a while now: with campaigns ranging from ‘One In A Billion’,
to its work with Paul Pogba (see case study).
And Adidas is continuing to deploy this umbrella approach to its female focused initiatives that challenge women’s empowerment work from rivals such as Under Armour’s ‘I Will What I Want’ (see case study), Nike’s ‘Better For It’ (see case study) and Reebok’s ‘Perfect Never’ (see case study).
Links:
Adidas
https://www.youtube.com/user/adidas
https://www.instagram.com/adidas/
https://www.facebook.com/adidas
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