Thursday, 11 February 2016 08:25

Adidas rolls out new global campaign focusing on female athletes

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Danish-born tennis star Caroline Wozniacki is among the high-profile female athletes and celebrities featuring in a new global advertising campaign for Adidas Danish-born tennis star Caroline Wozniacki is among the high-profile female athletes and celebrities featuring in a new global advertising campaign for Adidas
Global sporting brand Adidas has unveiled a new worldwide advertising campaign that features some of the world’s top female athletes – among them tennis stars Caroline Wozniacki and Ana Ivanović, basketballer Candace Parker and soccer player Morgan Brian. Also part of the campaign are American DJ Hannah Bronfman and supermodel Karlie Kloss. The campaign, called ‘I’m Here to Create’, comprises a series of 15- and 30-second video ads (Adidas styles them as ‘films’) which look at each star’s life and passions away from their chosen professional field, including how they express themselves and defy conventions. The ad spots debuted online this week and will be aired on TV in more than 50 countries. Adidas says it is seeking high-viewership TV airtime for the campaign, such as during coverage of UEFA Champions League soccer games, the Grammy Awards and the Oscars. “We are obsessed with the versatile female athlete – women who love sports, make decisions every day to live an active life and are helping to change sports around the world,” said Adidas spokesperson Nicole Vollebregt. “In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level.” Last year the company unveiled its 2020 strategic business plan, which aims to accelerate growth by ‘significantly increasing brand desirability’. It is focusing on three divisions: Adidas Football, Adidas Running and Adidas Originals (lifestyle products with an emphasis on street culture).
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