Photos by AC Brizuela
When adidas launched its all new Pure Boost X running sneaker made just for women, we all got excited. Finally, adidas is focusing on women and their specific needs for their exercise.
Following the success of last year’s “Create Your Own” campaign, the brand is now introducing another campaign about “creating” which also focuses on female athletes. As part of the brand’s global Sport16 initiative, the I’m Here to Create film series builds on adidas’ momentum across sports and style. The first chapters of the series started airing last February featuring supermodel/entrepreneur Karlie Kloss, global tennis icon Caroline Wozniacki, WNBA All-Star Candace Parker, tennis star Ana IvanovicÌ, soccer prodigy Morgan Brian, DJ Hannah Bronfman, street athlete Robin Arzon and fitness artist Nicole Winhoffer, among other influential women in fitness and sports.
The film series is told through the women’s own lenses with 15- and 30-second spots for each personality. “Hi everyone, I’m Karlie Kloss and I’m more than meets the eye,” says the supermodel who showcased clips from her fitspiration and the many other activities she does aside from modeling – like baking cookies, working on coding and fixing a flying drone.
Wozniacki’s film highlights her training as well as motherhood, while Bronfman showcases her endless pursuit for reinvention. Arzon, on the other hand, tells about her near-death experience and how she coped through sports. Winhoffer for her part showed how she reshapes traditional fitness routines using expressive dance techniques. All of the featured ambassadors demonstrate how they brought forward their creativity in their line of work, highlighting their personal successess that can inspire generations of women across the globe.
According to adidas’ head for Women’s Nicole Vollebregt, this year they will be rolling out women-focused activations, partnerships, products and events globally that will allow the brand to further connect with the market. In the Philippines, adidas held its Women FitSquad workout headed by raw food chef and surfer chick Mona Lisa Neuboeck last May 27 where people learned some yoga surfer moves, proving to everyone that they are #NotMadeForNormal.
“We remain relentless and loud in our pursuit of being the world’s best sports brand,” says Lia Vakoutis, adidas’ senior director of Global Communications. While campaigns in 2015 focused on challenging athletes to create their own game, 2016 aims to own “creativity” in sports. “We will continue to celebrate athletes and influencers who reshape traditional views on sports through creativity this year,” she adds.
Athletes can join the “I’m Here to Create” conversation via #heretocreate on @adidas Twitter, Instagram and Facebook channels and view all films in the series via www.youtube.com/adidas, www.adidas.com/heretocreate.
