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WATCH ON DEMAND FROM 25 Jan 2021
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Adidas: Reimagine Sport by iris

Agency: iris
Client: Adidas
Date: Jan 2020
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Adidas is out to smash stereotypes of the perfect fitness body type, by designing an inclusive sizing range for women all different shapes, lumps and bumps.

Inviting all women to see themselves as an athlete, each piece of the performance and streetwear collection is created to inspire the inner athlete in all women, however they choose to play. It includes style-focused activewear alongside lifestyle looks from high-performance tights to statement tracksuits.

To showcase the versatile collection Adidas has delivered 'Reimagine Sports' - a campaign that features Adidas Women's athletes who are leading the way in celebration of sport for all its forms.

The campaign was created by Iris and features body-positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation teacher, mother and author, Mae Yoshikawa; world champion, Paralympic medalist and motivational speaker, Denise Schindler; entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander; social entrepreneur, activist, author, student and dancer, Nadya Okamoto; and psychologist, body positive activist and marathon runner, Jada Sezer.

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. 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.”

Credits

Creative Agency – Iris

Creative Director – Gabi Mostert

Associate Creative Directors – Jon Wedlake & Matt Carter

Creative Team – Sally Leach & Michelle Collins. Eve Anthony. Rosie Thomas.

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

Agency Producers – James Plaxton. Emily Hendrev. Christine Pagliarini. Annabel Singer.

Photographer – Jenna St Martin

Media Agency – Mediacom

Production company – Kode

Director – Sarah Chatfield

Edition House – TenThree

Editor – Chris Roebuck

Assistant Editor – Chay MacTavish

Post Production – Creative Outpost

Audio post production – Creative Outpost