adidas women campaign challenges stereotypes

Globally, the campaign has been led by women athletes like Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto and Jada Sezer

e4m by exchange4media Staff
Published: Jan 28, 2020 12:37 PM  | 2 min read

adidas has kicked off 2020 by inviting the world to reimagine sport, challenging old stereotypes and celebrating movement. Inspired by the belief that sport doesn’t care and it is a playing field for all irrespective of their age, gender and level of fitness, the collection encourages women to take to sport.

It’s new campaign seeks to redefine the definition of sport not just restricting it to track and field or team sports.

Manish Sapra, Senior Marketing Director at adidas India, says, “Sport doesn’t know the meaning of plump or skinny, old or young, a beginner or a seasoned Olympian. Sport is a fair playing field which encourages everyone to elevate to the best version of themleves. The collection is made for women to take to sport through the offering of clothing which promotes movement.”

In order to narrate the story of the campaign from the lens of real-time consumers and users of products, the brand onboarded young women who embodied the essence of the campaign, voicing the experience and challenges faced by plus sized women.

Commenting on the campaign, Tanya Nambiar says, "I think the entire idea of freedom of defining what sport means to a person is fantastic. It's diverse and inspiring. The world needs more such conversations where women, irrespective of their sizes are celebrated and influence body positivity.”

“There's nothing more beautiful and empowering than standing together and cheering each other on. This campaign gave us the chance to celebrate US, our journeys and marvel at how far we've come,” says Jia Singh.

“The campaign for me was invariably a challenge that made me question my own abilities and I really do mean it in the best way possible. I have always had an issue not only with finding my sizes but just finding myself in a situation where I didn't think it was suitable for me to enter a sports store-this campaign has stopped putting a limit to my ability as to what I can or cannot do,” added Neelakshi Singh.

Globally the campaign was led by adidas women’s athletes including Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto and Jada Sezer.

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