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ADIDAS | YOUNG FEMALES
Wall & Floor Graphics
Innovative and visually engaging graphics will be placed strategically across various urban landscapes, inviting interaction and directing audiences to exercise opportunities around the city.
Application & Website Extension
A digital platform is critical to the campaign, providing a space where participants can sign up to track their progress, find local exercise spots, and access tutorials on weightlifting and bodyweight exercises.
Reward System
Participants can earn 'adipoints' by completing challenges, engaging with the app, and sharing their journey on social media. These points can be redeemed for discounts at Adidas stores, free personal training sessions, or healthy dining options in partner restaurants.
Not all athletes are born equal. adidas has found that in London, Paris, New York, and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17. Why? Because they don’t see a future. There are too many barriers to stopping their progression. There’s a legacy of inequality and opportunity. Lack of infrastructure, lack of access, lack of role models, lack of funding. A legacy that adidas wants to change.
This initiative operates on the philosophy that visibility leads to empowerment. By integrating the campaign into the physical and digital spaces frequented by young women, Adidas strives to create a supportive ecosystem that nurtures a sports-forward culture. This approach is designed to feel inclusive, rewarding, and community-driven.
"Incredibly talented and organised! We're so pleased with videos and photos for our marketing campaign!"
In'N'Out Autocentres