Play Your Way - Flagship Launch
Agency: IMA
Context
Adidas kicked off 2020 by inviting the world to reimagine sport, challenging old stereotypes and celebrating movement of all kinds. Leading the way in celebration of sport in all its forms are body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation teacher, mother and author, Mae Yoshikawa.
Solution
The solution was to celebrate individuality, so well presented in the choice of models. It was the first campaign of the new year, so we invited customers to pledge their new years resolutions, no matter how small, and have them displayed on the campaign framework and digital screens for posterity. Individuality was further portraid by the 3 heroes of the campaign, each of their personalities reflected in the supporting fabric materiality and props used.
