The New Year saw Adidas set out to smash stereotypes surrounding the perfect fitness body type by designing a new, inclusive sizing range for women all different shapes, lumps and bumps and promoting it through an integrated ‘Reimagine Sport’ campaign.
Developed in harness with regular agency Iris, the initiative and the range essentially sets out to invite all women to see themselves as an athlete and was inspired by the belief that sport has evolved.
The brand’s new Spring/Summer 20 collection asks its community of women to define what sport means to them.
Indeed, each item within the hybrid performance/streetwear collection was created to inspire the inner athlete in all women – however they choose to play. The range includes style-focused activewear, as well as lifestyle looks from high-performance tights to statement tracksuits.
The campaign aimed to showcase this versatile collection and features a team of Adidas Women’s athletes who are leading the way in celebration of sport for all its forms.
These ambassadors include Jessamyn Stanley (a body-positive yoga expert, wellness entrepreneur and author), world champion skier Mikaela Shiffrin; yoga and meditation teacher Mae Yoshikawa; world champion and Paralympic medalist Denise Schindler; entrepreneur, writer and versatile athlete Chinae Alexander; social entrepreneur, activist, author, student and dancer Nadya Okamoto; and psychologist, body positive activist and marathon runner Jada Sezer.
The hero spot
is supported by a video series which sees each woman explore her own definition of sport and the role it plays in her life.
There is further social media support in the form of a set of content pieces amplified across Adidas’ own channels.
On the launch of the all-women collection, Aimee Arana, general manager of global Training at Adidas said:
“Women today are redefining what sport means to them, from dance, skiing, aerial yoga to skateboarding, women are doing it all,” commented Adidas General Manager Of Global Training Aimee Arana at the all-women collection launch event.
“Movement is sport and it is about getting out and enjoying what sport can do for your body and mind. This collection was made for them. We are inviting women to get out there and play their way.”
The campaign was creative for Adidas by a team at creative agency Iris which included Creative Director Gabi Mostert, Associate Creative Directors Jon Wedlake and Matt Carter, Creatives Sally Leach, Michelle Collins. Eve Anthony and Rosie Thomas, plus Group Planning Director Ben Milligan, Senior Strategist Rory Natkiel, Senior Strategist Florence Evans, Group Account Director Ben Buchanan, Account Director Alice Sopwith, Account Manager Luci Kinnimonth, as well as Agency Producers James Plaxton. Emily Hendrev. Christine Pagliarini and Annabel Singer.
The photographer was Jenna St Martin, the media agency was Mediacom, the production company was Kode, the spots were directed by Sarah Chatfield, the editors were Chris Roebuck and Chay MacTavish of TenThree with post production and audio post by Creative Outpost.
Comment:
What better time to invite women to reimagine sport, to challenge old stereotypes and to celebrate movement of all kinds than the start of a new year when people everywhere are thinking about long-term changes – particularly about lifestyle, health and fitness – than the start of January?
Links:
Adidas Women
https://www.adidas.co.uk/women
https://www.youtube.com/user/adidaswomen
https://www.facebook.com/adidasWomenUK
https://twitter.com/adidasWomen
https://www.instagram.com/adidaswomen/
Iris
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