adidas 2023 - Bra Revolution
Client: adidas
Category: Brand Activation
Timeline: SS22
Project: adidas Bra Revolution Empowering Women of All Shapes & Sizes
The demand for inclusivity has been answered by adidas with its most extensive collection of women's sports bras, designed to address a wide array of functions, shapes, and sizes. The objective extended beyond merely launching a collection. It encompassed fostering awareness, generating interest, and positioning adidas as an advocate for women of all backgrounds, motivating them to achieve their utmost potential. The strategy included a comprehensive three-phase communication plan:
Phase 1: Kickstarting the campaign by producing and distributing PR gift packages to key adidas partners & SoMe influencers, fueling curiosity and excitement regarding the new bra collection.
Phase 2: Collaborating with four female influencers to create and distribute local content to quickly spread the news through thought-provoking videos and impactful posts. A meaningful dialogues were initiated, amplifying the message across various social media platforms and key media outlets.
Phase 3: Uniting all key partners (media & influencers) for a live online forum, discussing the significance of championing women in sports and everyday life. This event reinforced adidas' dedication to inclusivity while inspiring women to embrace their resilience and pursue greatness.
