Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Available
6 Apr 10:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Adidas smashes stereotype of perfect athletic body with all-inclusive collection

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.

Featuring a number of pieces available in inclusive sizing, the Ultimate Bra is available in A-G cups and the Believe This 2.0 goes from sizes 2XS to 4X.

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.”

Overall Rating
4/5 Vote

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