Sport is breaking out of its traditional limits. iris and adidas are promoting the trend. The partners are making women’s sport about movement of any kind and welcoming sportspeople of every shape, size, colour and ability.

adidas has launched a new collection that includes both performance and streetwear and the brand is inspiring all women to find the athlete inside them – however they choose to play.

The brand makes new sport suggestions in its hero ad by iris, which features body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; 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 and marathon runner, Jada Sezer.

Jessamyn says: “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.”

https://youtu.be/rMwshHLwf3Y

Aimee Arana, general manager of global training at adidas, added, “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.”

The campaign supports adidas spring/summer 2020 collection with its wider range of sizes, such as the Ultimate Bra available from size 8 A to 28 G (H in the US), and 2.0 Tight from size 2XS to 4X.

The hero film is running in social media.

Credits:

Creative Agency: Iris 

Creative Director: Gabi Mostert

Associate Creative Directors: Jon Wedlake & Matt Carter

Creatives: Sally Leach & Michelle Collins, Eve Anthony, Rosie Thomas

Group Planning Director:  Ben Milligan

Senior Strategists: Rory Natkiel & Florence Evans

Group Account Director: Ben Buchanan

Account Director: Alice Sopwith

Account Manager: Luci Kinnimonth

Agency Producers: James Plaxton, Emily Hendrev, Christine Pagliarini & Annabel Singer.

Photographer: Jenna St Martin

Production company: Kode

Director: Sarah Chatfield 

Editing: Chris Roebuck  @ TenThree

Assistant Editor: Chay MacTavish

Post Production & Audio Post: Creative Outpost

Media Agency – Mediacom