The Reimagine Sport campaign, according to the global athletic brand, invites “the world to reimagine sport, challenging old stereotypes and celebrating movement of all kinds. Inspired by the belief that sport has evolved, the brand’s new Spring/Summer 20 collection asks its community of women to define what sport means to them“.
This is right on time, as the beginning of a new year always pushes the idea of losing weight to become a “new” you. This campaign is not about becoming a new person; it’s about celebrating movement in the present and challenging those stereotypes of what an active person looks like.
Body positive yoga expert, wellness entrepreneur and author Jessamyn Stanley is featured front and center in this campaign along with these other incredible women:
World champion skier, Mikaela Shiffrin
Yoga and meditation teacher, mother and author, Mae Yoshikawa
World champion, Paralympic medalist and motivational speaker, Denise Schindler
Entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander
Social entrepreneur, activist, author, student and dancer, Nadya Okamoto
And psychologist, body positive activist, curve model and marathon runner, Jada Sezer
Jessamyn Stanley has built her brand on defying stereotypes on what an athlete should look like. Being visibly plus size in a non-hourglass body, she has shown that you don’t need to be thin or look “perfect” to be active and do incredible things with your body. She has inspired others to be more active and simply move.
“Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies.
All of us can get into a space of trying to put ourselves into moulds for other people, for society. More than anything I would just like to be authentic, because that will inspire other people to do the same thing.”
The campaign features the new Spring/Summer ’20 collection, which includes both performance and streetwear. Each piece was created to inspire the athlete in every woman who wears them, however they choose to play.
The collection includes style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits.
Aimee Arana, General Manager of Global Training at adidas said:
“Women today are redefining what sport means to them, from dance, skiing, 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. This collection was made for them. We are inviting women to get out there and play their way.”