Adidas promotes its new 'inclusive' collection in ad featuring women of all shapes and sizes

Iris was behind 'Reimagine Sport' effort

Published On
Jan 07, 2020

Editor's Pick

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.

Credits

Date
Jan 07, 2020
Client :
Adidas Women
Agency :
Iris
Creative Director :
Gabi Mostert
Associate Creative Director :
Jon Wedlake
Associate Creative Director :
Matt Carter
Creative Team :
Sally Leach
Creative Team :
Michelle Collins
Creative Team :
Eve Anthony
Creative Team :
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 Producer :
James Plaxton
Agency Producer :
Emily Hendrev
Agency Producer :
Christine Pagliarini
Agency Producer :
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

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