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.

Marketing Campaigns

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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.