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Adidas Breast Cancer Awareness Campaign is an Ode to Strong Women Everywhere

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Image Partnership's Clara Cullen directs spot introducing the brand’s first post-mastectomy sports bra
Adidas Breast Cancer Awareness Campaign is an Ode to Strong Women Everywhere

adidas by Stella McCartney continues to push boundaries in women’s sportswear with the launch of the brand’s first post-mastectomy Sports Bra. In honour of Breast Cancer Awareness Month, the post-operative bra has been created to empower breast cancer survivors to introduce sport and fitness back into their lives.

The adidas by Stella McCartney Post-Mastectomy Sports Bra is a welcomed addition to the ongoing creative partnership, supporting a cause close to Stella’s heart, following the loss of her mother, Linda McCartney to the disease in 1998. The perfect fusion of function and style, the post-operative bra features Stella’s signature design touches and adidas’ unrivalled performance craftsmanship, to give women the confidence to get back into sport and boost their physical and mental wellbeing.

Stella McCartney comments: “With the Post-Mastectomy Sports Bra, I really wanted to encourage women to take care of their health through wellness and self-care. This bra allows us to support recovering patients through the next phase of their journey, and hopefully give them the confidence to get back into training. It has a cool and modern look that will help motivate the wearer, as well as assuring them, they are not odd one out in the gym.”

In line with adidas’ open source and collaboration approach, the Post-Mastectomy Sports Bra was created in partnership with bra consultant, Monica Harrington. Monica has over 30 years of experience in the industry and has worked closely with breast cancer patients for many years, gaining extensive knowledge of their needs post-surgery, that she imparted when working with adidas and Stella McCartney.

Monica comments “Working with adidas and Stella McCartney on the Post-Mastectomy Sports Bra has been inspiring. Over the years I’ve worked closely with women who have had breast cancer and they have confided in me about their struggles to regain confidence and to feel themselves again. Being able to share these insights and create a performance product that enables them to get back into fitness and sport has been highly rewarding.”

Alongside the launch of the Post-Mastectomy Sports Bra, the campaign - directed by Image Partnership's Clara Cullen - features British professional boxer Michele Aboro, who is a breast cancer survivor, mother and mentor. Michele is an inspiration to all women looking to embed sports back into their lives, and represents the dynamic needs the bra was created for. “After my surgery I felt lost. As a professional athlete, I was used to relying on my body but after my mastectomy, I started to lose belief in myself and how my body would react. When I was ready to get back into fitness, I couldn’t find a sports bra that didn’t require being pulled over my head or lacked in support. Now I wear the Post-Mastectomy Sports Bra every time I train – it is comfortable and supportive and has helped me build back my confidence to get back into the game,” Michele explains.

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Categories: Underwear, Clothing and Fashion

Image Partnership, Mon, 07 Oct 2019 16:11:26 GMT