Adidas Reimagines Sport in Diverse, Dynamic Campaign
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Sarah Chatfield directs an inclusive spot that showcases athletic women of all body types
New year, new fitness campaign. January always sees a glut of sportswear and gym chain ads as brands seek to capitalise on our New Year resolutions. Often these campaigns are bulging with impressive yet unattainable images of god- and goddess-like bodies - which may look amazing but leave many of us feeling defeated before we even leave the couch. But adidas has opted for a decidedly non-intimidating approach with a spot that focuses on fun and showcases a diverse range of female athletes.
Director Sarah Chatfield, who is repped by Kode Media, opts for a bouncy, restless approach that’s full of energy. The creative was devised by iris Worldwide, London and the messaging has been devised to encourage women to see themselves as athletes and to reimagine sport.
It features seven incredible sportswomen: body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation teacher, mother and author, Mae Yoshikawa; world champion, Paralympic medalist and motivational speaker, Denise Schindler; entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander; social entrepreneur, activist, author, student and dancer, Nadya Okamoto; and psychologist, body positive activist and marathon runner, Jada Sezer.
Jessamyn says: “Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies.”
“All of us can get into a space of trying to put ourselves into moulds for other people, for society. More than anything I would just like to be authentic, because that will inspire other people to do the same thing.”
Aimee Arana, General Manager of Global Training at adidas, says: “Women today are redefining what sport means to them, from dance, skiing, aerial yoga to skateboarding, women are doing it all. Movement is sport and it is about getting out and enjoying what sport can do for your body and mind. This collection was made for them. We are inviting women to get out there and play their way.”
By having an inclusive approach to body type, adidas has also fired shots to rival Nike, which was criticised last year for its treatment of its female athletes. Sponsored runner Mary Cain alleged that she was forced to lose weight by Nike coaches.
Creative Agency: Iris
Creative Director: Gabi Mostert
Associate Creative Directors: Jon Wedlake & Matt Carter