Global – Adidas is celebrating the creativity of female athletes as part of its I’m Here To Create campaign.
In a series of 30-second spots, five women, including DJ and model Hannah Bronfman and WNBA player Candace Parker, show their creative side. Bronfman reveals that besides being a gym rat, she is also a beauty expert, dancer, DJ and foodie. Parker’s ‘beast mom’ persona is unleashed as she works out alongside her young daughter.
Each of the vignettes takes the form of an Instagram post, offering a personal window into the ambitious, active lifestyles of the athletes as they eat, train and improve.
‘We are obsessed with the versatile female athlete – women who love sports, make decisions every day to live an active life and help to change sports around the world,’ Nicole Vollebregt, head of womens at Adidas, said in a statement. ‘In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level.’
The campaign cleverly balances aspiration and achievement by using its stars’ Instagram accounts to make them feel more relatable. For more on campaigns that appeal to a younger generation that craves realness, book tickets to our forthcoming Trend Briefing, Backlash Culture.