Adidas Her Story

CRESTA short listed project for women’s day about equality.

WOMEN ARE NOT EQUAL – THEY ARE MORE. THEY HAVE TO FIGHT HARDER.

The brand wanted to strengthen it’s position within the women’s sportswear category while generating a conversation on the topic of gender equality. Contrary to the usual, barely-scratching-the-surface portrayal of the issue, we dag deeper in our approach. We started a campaign screaming NOT EQUALS. Women are subject to flawed, degrading and impossible standards. This manifests itself in the sales of sport equipment in Hungary as well. The number of female consumers is much lower than its male equivalent. Being a woman is hard and being a sportswoman can be even harder. Adidas’s mission is to show that female athletes are not subjects. Yet the world treats them as such. With the introduction of the new collection we took the opportunity to talk about a real issue honestly and without labels.

So we created a poignant campaign combination: stunningly honest photographic visuals and a bold podcast series challenging the status quo with iconic female athletes.

We partnered with the country’s most well-known female portal, WMN magazine, to carry out our mission. Our conversations with these extraordinary women deliberately differed from the usual standards of the interview genre to allow for candidly honest discussions with no limits or taboos.