adidas is continuing their mission of diversity with a new campaign, showing that sports is for everyone.
On the heels of an amazing 2019 where they expanded their size range up to 4X and partnered with Universal Standard on an activewear collection, adidas is wasting no time in kicking off 2020 with a new campaign.
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
In the adidas Reimagine Sport campaign, each woman explores her own definition of sport and the role it plays in her life.
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.
She said via the press release:
“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.”
Standouts from the initial first drop of adidas’ Spring/Summer ’20 collection are:
- Their new Ultimate Bra, which is designed to deliver high support for all types of sport. It’s available in A-G cups in Europe and up to a H in the US, with underband sizes US/UK 30-48.
- Their Believe This 2.0 Tight, designed to provide support and shaping with a new waistband design that offers a more secure fit; available in sizes 2XS to 4X.
You can shop the new Spring/Summer ’20 collection from adidas here. The brand states that this is the first drop so we can’t wait to see what will launch later in the season.
What do you think of this campaign from adidas and more items in up to size 4X? Follow us on social media and let us know: @plusmodelmag: Facebook | Instagram | Twitter