Creative: Copy
Women’s Training
Inspired by the belief that sport should be open and inviting for everyone, we launched adidas’ women’s inclusive-sizing collection with a bold integrated campaign that challenged women to define what sport means to them.
The hero film was launched featuring incredible women who are reimagining sport and culture in their own ways; Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto and Jada Sezer, who each explored their own definition of sport and the role it plays in their life. Celebrating movement of all kinds, including yoga, skiing, meditation, dancing and parkour.
The campaign features real women that don’t necessarily fit the stereotypes of the fittest, fastest and few but rather those who are comfortable in their own their skin doing the sports they love for the right reasons. Although body positive messaging wont resolve all the body issues we have in society it does help to normalise women as a whole for the future generation.
