Adidas tells the stories of female athletes' struggles with 'Unleash Your Creativity' campaign

Adidas has launched a female centric global campaign titled 'Unleash Your Creativity' which tells the stories of 15 women athletes and builds on the brand’s marketing around defying convention.

The campaign, created with 72andSunny, launches with a 30-second ad featuring Karlie Kloss, British and European kick-boxing champion Ruqsana Begum, WNBA all-star Candace Parker, fitness influencer Hannah Bronfman and more.

It also includes a multi-athlete TV spot and short film series that brings to life stories of the 15 athletes such as Ruqsana who is widely credited with blazing a trail for Muslim women to access sport.

The films build on earlier gender specific marketing including last year’s ‘Here to Create’ campaign and follows on from the brand’s efforts to better serve female athletes by creating new products such as football boots specifically for women.

Discussing the latest campaign, Lia Stierwalt, senior director of global brand communications at Adidas said: “Hard work is a given. We believe that athletes who tap into their creativity have a powerful edge. This new film series continues the ‘Here to Create’ conversation that we began in 2016 reinforcing the brand’s point of view that engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.”

Kloss added: “Like this campaign, creativity enables me to accomplish more and follow my passions. It is inspiring to work alongside this incredible group of women and help each other achieve our personal goals.”

'Unleash Your Creativity' will air globally in more than 20 countries during key sport events including the Super Bowl LI Pre-Game Show, NBA All-Star Game, and The Academy Awards.

Adidas’ championing of creativity and defying convention has been a focal point of the brand’s marketing for some time now and continues to feature in its latest marketing activations such as its ‘One in a Billion’ campaign. Also playing a big part in this strategy have been stars such as Paul Pogba who has featured in ads encouraging young people to strive for uniqueness through creativity.

Over the past few years’ sportswear brands have stepped up their marketing to women through campaigns built around empowerment. This has included the likes of Under Armour’s ‘I Will What I Want’ work and Nike’s ‘Better For It’ campaign.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.