Global sportswear giant, Adidas has begun a campaign promoting its new line of apparel for women. The campaign, called “Reimagine Sport,” features strength coach Cassie Day, boxing instructor Sylvia Kim, Paralympic athlete Denise Schindler, dancer Nadya Okamoto among others. The creative focuses on the theme of movement.
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.
The versatile collection features both performance and streetwear, with each piece created to inspire the athlete in all women, however they choose to play. It introduces style-focused activewear alongside iconic lifestyle looks; from high-performance tights to statement tracksuits.
“Women today are redefining what sport means to them,” said Aimee Arana, general manager of global training at Adidas. “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.”
Other sports women featured in the campaign include yoga expert Jessamyn Stanley, skier Mikaela Shiffrin, meditation teacher Mae Yoshikawa; wellness expert Chinae Alexander and psychologist Jada Sezer.
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