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Ich love athleisure
Global – The new Palace and Adidas collaboration celebrates the trend for athleisure with a tongue-in-cheek video.
- This film features Steves from the BBC sitcom People Just Do Nothing
- The video, All Day Ich Dream About Sportswear, taps into the normcore athleisure aesthetic
The over-the-top tv ad with a purposefully outdated aesthetic features Steve Stamp’s fictional character Steves playing squash with himself. A voice-over in German says: ‘What does Palace adidas mean to me? It’s all in the name,’ before spelling out the brand’s name with phrases such as, Performance, Attitude and Libido-enhancement to mimic the emphatic voice-overs often associated with sports adverts.
Created by Moving Picture Company (MPC) Creative, the campaign plays on the idea of athleisure, taking a light-hearted dig at both the brands that produce this fashion-first sportswear and the consumers that buy into it.
All Day Ich Dream About Sportswear has been produced to advertise Palace Indoor sneakers, shoes whose simple shape, colour palette of red, white and blue and bold Palace branding lend them a distinctly 1990s aesthetic.
The Big Picture
The ability to mock itself proves the Athleisure market’s ability to expand its horizons beyond its initial incarnation.
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