The German brand, in line with that product launch, has been inspired to launch a campaign where they immortalize eight female athletes in statues to honor them for their mark on sport.
The advertising campaign deals with several statues that are located next to the London City Hall.
This marketing strategy is managed by Hyperactive London.
Inclusion is already a theme that many important brands in the world are touching on in their advertising campaigns. Recently, Adidas launched a new collection of women’s bras with which it seeks to vindicate the diversity of bodies among women and make visible the mark of women in sports with its advertising campaign.
According to data from Facebook, five out of 10 consumers change their perspective on a brand when it speaks openly about diversity. Likewise, the study details that five out of 10 people positively change their perception of firms that promote gender equality and that include the LGBT+ community in their advertising.
Adidas wants to vindicate female athletes with this campaign
The German brand, in line with that product launch, has been inspired to launch a campaign where they immortalize eight female athletes in statues to honor them for their mark on sport.
The firm details that the campaign is carried out in the city of London, since according to the sports brand, the action has as its epicenter an investigation in which it was revealed that London has more statues of men and animals than women, respectively, this means 21 percent and 8% compared to 4% for the latter.
Given these revealing data, the company decided to place the statues next to London City Hall. It also details that they have been created from a scan that was printed in 3D.
Adidas added that the statues will remain in that space for two weeks, “to later be moved to other places where they will be longer and related to the communities of the women involved.”
In that sense, the German brand also explained that the women who inspired this action were the Arsenal footballer, Vivianne Miedema; soccer player and commentator Eniola Aluko; soccer player and CEO of Goals4Girls Francesca Brown; dancer and model Ellie Goldstein; rugby player Emily Scarratt; youth worker and activist Tanya Compas; basketball player, poet and activist Asma Elbadawi; and dancer and choreographer Sherrie Silver.
In addition to this marketing strategy, which is managed by Hyperactive London, there will also be interviews and behind-the-scenes videos of the selected female athletes, who will share them on their own social media accounts. Hyperactive London is the company that has been at the forefront of this project, among which other actions have been included.
As part of this promotion from Adidas for its new line of sports bras, each of the participating women will share interviews and behind-the-scenes videos on their own social media accounts.
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