Iris

London

Reimagine Sport

The Challenge

To kick off 2020, we invited the world to reimagine sport with our first campaign for adidas Women.

Inspired by the belief that sport has evolved, we launched adidas’ new SS20 women’s collection with a bold integrated campaign that challenged women to define what sport means to them.

Our Approach

Leading with a 60” hero film, we encouraged all women to see themselves as an athlete by celebrating movement of all kinds, including yoga, skiing, meditation, dancing and parkour.

The spot introduced adidas’ all-new versatile collection that merges performance and streetwear, including  style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits. 

We also created supporting assets featuring adidas Women athletes including Mikaela Shiffrin, Mae Yoshikawa, JessamynStanley, Denise Schindler, ChinaeAlexander, Nadya Okamoto and Jada Sezer– each exploring their own definition of sport and the role it plays in their life. 

The campaign went live in retail, digital, online and on social across adidas’ and the athletes’ channels.


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Reimagine Sport

Challenging old stereotypes and celebrating movement of all kinds with adidas Women.

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Iris

07795109274 lucy.pull@iris-worldwide.com