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.”
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