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Adidas puts spotlight on female athletes in latest global campaign

Adidas has unveiled a number of films that feature athletes including tennis player Caroline Wozniacki and WNBA player Candace Parker as part of the brand’s latest global push.

Created by 72andSunny, the films make up the first installment of the brand’s ‘Sports16’ initiative, which aims to tie creativity to athletics and show people how staying inspired in one’s personal life can lead to accomplishments both on and off the field.

Others athletes in the campaign include runner and cycling instructor Robin Arzon, DJ and model Hannah Bronfman, and ‘fitness artist’ Nicole Winhoffer.

The short films, which are all under the strapline ‘I’m Here to Create,’ feature images and photos from each athlete’s Instagram to give the videos an authentic feel.

According to Adidas, the clips are meant to show the world how these female athletes “embrace creativity to tackle challenges, defy conventions, express themselves and fuel experimentation all in the name of sport.”

The campaign follows similar female-centric efforts from the brand’s rivals including Nike’s ‘#BetterForIt’ campaign and Under Armour’s ‘I Will What I Want’ series featuring ballerina Misty Copeland and model Gisele Bündchen.

See Wozniacki’s film above and view the rest below: