Adidas
Support Is Everything
Adidas
Support Is Everything
Levelling The Playing Field For Women + Girls In Sport
Objective
Launch adidas’ most inclusive collection of sports bras, which offers support to every woman, every shape, every size, for every sport.
Strategy
Given 80% of women currently wear the wrong size bra we wanted to ensure women had the support they deserved – not only physically, but psychologically. We unearthed a shocking cultural insight that there are twice as many statues of animals than of women in London so set out to address the imbalance, pushing for greater representation, while demonstrating that #SupportisEverything.
Campaign
We unveiled eight statues of women breaking boundaries in the world of sport and culture. They were 3D printed using plastic waste retrieved from UK seas and positioned outside City Hall in the month before International Women’s Day. We produced an array of content with each of the eight women which was shared across talent and owned channels, including the brand’s first TikTok livestream. The statues have now found permanent residency in the communities associated with the talent involved.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Talent Collaborations
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