"AF" may be reaching peak saturation, but it's still going strong in the new campaign video from Adidas, which highlights the sportswear brand's women's running business. Called "Fearless AF," the 60-second digital spot showcases female runners such as Kathrine Sitzer, the first woman to run the Boston Marathon, Karlie Kloss, supermodel and entrepreneur, Robin Arzon, VP of fitness programming at Peloton, and Mary Keitany, the second fastest female marathon runner in history. "Because women are not tough enough, not fast enough, not strong enough, not determined," a voiceover laments. "Women do not possess the power to change the rule of sport because they lack the courage to win," the voice continues, as the imagery and bold headlines like "Determined AF," "Creative AF" and "Boss AF" prove otherwise.
"We're past the point of empowering women," says Alexa Andersen, category director for women's running at adidas U.S., in a statement. "Women are already empowered. This campaign is about celebrating real women who tackle challenges head on, defy conventions, express themselves and fuel creativity in the name of sport."
Adidas worked with Kamp Grizzly on the new work. Earlier this year, the brand released its new UltraBoost X, a new version of its women's running shoe.