Getting creative

09.02.2016 Adidas : The Athena Woman : I Am Here To Create
Here to Create with Candice Parker by Adidas, Global

Global – Adidas is celebrating the creativity of female athletes as part of its I’m Here To Create campaign.

  • Moves beyond the typical celebrity endorsement genre of advertising
  • The campaign shows the different ways women are creative with their fitness

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 Big Picture

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.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more