Adidas kicks off 2020 by inviting the planet to reimagine sport, challenging old stereotypes and celebrating movement of all types.
Inspired by the assumption that sport has evolved, the brand’s new Spring/Summer 20 collection asks its community of girls to define what sport means to them. The campaign is inspired by the belief that sport doesn’t differentiates and is a playing field for all, irrespective of their age, gender and level of fitness. The new collection encourages women to take sports.
Globally, the campaign was led by Adidas Women’s athletes including Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto and Jada Sezer.
Manish Sapra, Sr. Marketing Director, Adidas India, states that Sport doesn’t know the meaning of plump or skinny, old or young, a beginner or a seasoned Olympian. Sport is a fair playing field which encourages everyone to elevate the best version of themselves. The collection is made for women to take sport through the offers on clothing which promotes the movement. The campaign seeks to redefine the definition of sports and not just restricting it to track and field or team sports. The versatile collection features both performance and streetwear, with each bit created to inspire the athlete altogether women, however they prefer to play.
It introduces style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits.
In order to narrate the story of the campaign from the lens of real time consumers and users of products, the brand onboarded young women who embodied the essence of
the campaign, voicing the experience and challenges faced by plus sized women.
It can be rightly concluded that Adidas is taking one step at a time towards reimagining the sports, especially for the women.