adidas kicks off 2020 with a new campaign by Iris inviting the world to 'Reimagine Sport' and challenge old stereotypes

adidas kicks off 2020 with a new campaign by Iris inviting the world to 'Reimagine Sport' and challenge old stereotypes

BOAST is a place where you can find out about recent creative campaigns. 

It is a space where agencies can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by Iris

adidas kicks off 2020 by inviting the world to reimagine sport, challenging old stereotypes and celebrating movement of all kinds.

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. 

In the adidas Reimagine Sport campaign, each woman explores her own definition of sport and the role it plays in her life. 

Leading the way in celebration of sport in all its forms are body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation teacher, mother and author, Mae Yoshikawa; world champion, Paralympic medalist and motivational speaker, Denise Schindler; entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander; social entrepreneur, activist, author, student and dancer, Nadya Okamoto; and psychologist, body positive activist and marathon runner, Jada Sezer. 

Jessamyn says: “Sport to me is anything that gets your body moving, all humans are like that. We just need to move our bodies.”

“All of us can get into a space of trying to put ourselves into moulds for other people, for society. More than anything I would just like to be authentic, because that will inspire other people to do the same thing.”

Aimee Arana, General Manager of Global Training at adidas, says: “Women today are redefining what sport means to them, 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.”


Creative Agency: Iris 
Creative Director: Gabi Mostert
Associate Creative Directors: Jon Wedlake & Matt Carter
Creative Team: Sally Leach, Michelle Collins. Eve Anthony, Rosie Thomas
Group Planning Director: Ben Milligan
Senior Strategist: Rory Natkiel
Senior Strategist: Florence Evans
Group Account Director: Ben Buchanan
Account Director: Alice Sopwith
Account Manager: Luci Kinnimonth

Agency Producers: James Plaxton, Emily Hendrev,
Christine Pagliarini, Annabel Singer
Photographer: Jenna St Martin
Media Agency: Mediacom 
Production company: Kode
Director: Sarah Chatfield 
Edition House: TenThree
Editor: Chris Roebuck 
Assistant Editor: Chay MacTavish
Post Production: Creative Outpost
Audio post production: Creative Outpost

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