Challenge
Redefine adidas' current range of sports bras that deliver added comfort and better fit, enabling more female athletes to participate in sports and experience their benefits. Build awareness about the new range that better supports the specific needs of active women, across North American Markets.
Tease
Addressing the issue that 90% of women wear the wrong size bra, we released the campaign in a two-phased approach. Initially teasing the range in a large-scale digital Times Square campaign and in-store displays, focusing on imagery of marks left on the skin, along with honest statements from the brand owning up to being part of the problem. Teasing the message that support is coming ...
Launch
We launched the campaign across large-scale digital Times Square ads and full in-store activations across New York and LA. Going live before the winter Olympics, we used downhill Olympic skier, Mikaela Shiffrin, to highlight adidas' commitment to driving its innovation forward to better serve the needs of female athletes. Support is Everything.
Creating an open and engaging space designed to educate women on how to find the right fit. Segmented into three key areas that focus on the different needs of different sports – Studio, Run and Train. Supported with quotes from real women and adidas ambassadors, providing authenticity and guidance in finding the support they need.
