Global – Adidas is tackling outdated fitness stereotypes with its latest campaign, Reimagine Sport, which coincides with the launch of its new women’s collection.
Featuring performance and streetwear, the collection is designed to be diverse and inclusive. It has been created to inspire women to move in whatever way suits them, with high-performance tights and bras suitable for a variety of activities. Placing a spotlight on inspirational women in sport, the upbeat campaign features body-positive yoga expert and wellness entrepreneur and author Jessamyn Stanley, world champion skier Mikaela Shiffrin and world champion Paralympic medallist and motivational speaker Denise Schindler.
‘Women today are redefining what sport means to them, from dance, skiing and aerial yoga to skateboarding, women are doing it all. Movement is sport and it is about getting out and enjoying what sport can do for your body and mind,' explains Aimee Arana, general manager of global training at adidas.
With a wave of new fitness influencers and gyms showing how staying healthy shouldn’t be exclusive to privileged individuals, people are waking up to the importance of Inclusive Fitness.
