The latest campaign from Adidas Women celebrates females of all body types, ethnicities and athletic abilities as it promotes the brand'snew range of products featuring "inclusive" sizing.
The spot, created by Iris, aims to inspire all kinds of women to see themselves as an athlete (perhaps taking a leaf out of Sport England's "This Girl Can" campaign, set to return this month). Backed by a feisty hip hop track, Madame Gandhi's “Top Knot Turn Up,” it features several real-life athletes chosen by Adidas to represent the brand's new positioning: body positive yoga expert Jessamyn Stanley; world champion skier Mikaela Shifrin; yoga teacher Mae Yoshikawa; Paralympic medalist and motivational speaker Denise Schindler; self-love advocate and athlete Chinae Alexander; social entrepreneur, activist and dancer, Nadya Okamoto and psychologist, activist and marathon runner, Jada Sezer. The spot was directed by Sarah Chatfield, via Kode Media and Station Film.
The campaign, running across all Adidas Women social channels, promotes the new Spring Summer 20 collection,which features a number of pieces available in inclusive sizing, including the brand’s Ultimate Bra, available up to an H cup in the U.S.