Adidas Rivalry turns to ballroom and breakdancing in new ad
Adidas, Australia

Adidas Rivalry turns to ballroom and breakdancing in new ad

In a strategic and timely move that transcends mere sportswear marketing, adidas Rivalry has used the realms of ballroom and breakdance battles to redefine rivalry as a cultural phenomenon.

Adidas Rivalry's new short film with Rolling Stone Australia highlights ballroom and breakdance battles, featuring Tony Oxybel and B-Girl Mags, to showcase its shoes and redefine rivalry as a cultural celebration of identity and inclusivity, Australia

Australia – In a strategic and timely move that transcends mere sportswear marketing, Adidas Rivalry has used the realms of ballroom and breakdance battles to redefine rivalry as a cultural phenomenon. In a new promotional short film imagined with Rolling Stone Australia, the brand showcases how its shoes were made for electrifying dancers performing against each other.

The film features ballroom dancer Tony Oxybel and breakdancer B-Girl Mags coming together to show that battles are not just about outshining competitors, but are rather a commitment to elevating the cultural legacy of their art and expressing their identity on the dance floor.

After the success of Beyoncé’s Renaissance tour and Madonna’s Celebration tour featuring ballroom dancers, Adidas Rivalry smartly jumps on the trend by showing how dance battles (in Adidas shoes) are a celebration of inclusivity. It positions the brand as more than just an athletic gear provider but as a curator of cultural narratives, resonating profoundly with diverse audiences. Keep an eye on our Viewpoints section for our upcoming piece on the ethics of using ballroom culture in advertising.

Strategic opportunity

In a world where authenticity is a currency, find inspiration in how this strategy amplifies Adidas Rivalry’s appeal among the Gen Z audience, known for their appreciation of diverse and authentic representations

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