About Adidas Women’s Training
adidas wanted to further establish a tone & visual language for the Women’s Training category, evolving from the SS11 activities.
Introduce & promote our athletes: Use them to define the category.
Ensure training is seen as part of your lifestyle.
Competitor audit – what other sports brands doing?
“My friends get, and keep, me motivated.”
There are two sides of the conversation
The mental and the physical:
It gives me better results
I want to loose weight
I want to become faster, stronger, better
I want to become a better athlete
This conversation is all about the goal; a territory owned by Nike and UA.
I want to have more fun training:
Getting out of the rut
Try something new
Do something that fits my mood
We developed a campaign that enabled women to redefine how they look at training, and as result how they look at adidas Women Training.
We claimed our territory: motivation through social engagement, training together – Training as a team sport.
The campaign was released in time for the 2012 Olympics: We were able to leverage the success of heptathlete Jessica Enis, bringing the conversation to adidas’ Facebook page and ignite interest with her inspirational win.