MARKETING CAMPAIGNS

Adidas unveils statues of eight women as part of new brand campaign

By our News Team | 2022

Temporary statues grab attention as they share space with some of London’s most famous tourist landmarks.

As part of a new campaign to launch its sports bra collection to women, international sports brand Adidas has unveiled a range of eight large statues in the heart of London.

The statues, environmentally sensitive and made from recycled marine-farmed waste plastics, depict eight “female changemakers” who are “breaking boundaries” in the worlds of sport, fashion and culture.

Adidas opted for the high-profile campaign strategy after research found that London has more statues of men (21%) and animals (8%) than it does of women (only 4%).

The temporary statues were placed beside City Hall on the South Bank of the River Thames and within sight of many of the city’s famous global landmarks. They remain there for two weeks, before being moved to long-term placements with the communities of the women involved.

Photo courtesy of Adidas

Eight well-known female brand ambassadors

Well-known females who have been made into the 3D artworks are: Vivianne Miedema, Arsenal footballer; Eniola Aluko, footballer and commentator; Francesca Brown, footballer and Chief Executive of Goals4Girls, an empowerment programme for girls aged 11-16; Ellie Goldstein, dancer and model; Emily Scarratt, rugby player; Tanya Compas, youth worker and activist; Asma Elbadawi, basketball player, poet and activist; and Sherrie Silver, dancer, choreographer and UN advocate.

Interviews and behind-the-scenes videos will be shared by each of the participating women on their own social media channels during the campaign.

According to Adidas, it set out to redefine its current offering and create a range of sports bras that deliver added comfort and better fit, enabling more female athletes to participate in sport and experience the benefits it brings.

See more about the campaign strategy on Twitter: https://twitter.com/adidasUK/status/1494280475044573187

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