(created for D&AD Shift London 2022, with Laura Zuwa)
This was the winning deck!
Nicky Waller, the senior brand communications manager there, championed our pitch so much and even said it was “very much a campaign they’d do”. Since then, both adidas and Nike have done similar campaigns, so I’m a bit scared our deck ended up being shared a lot in the underground tunnels of sportswear marketing.
INSIGHT: Many women, trans and non binary people did not feel like they had accessible or appropriate activewear. Competitors such as gc2b and Modibodi offered a lack of discretion outside the box, fitting colour choices and, in many cases, comfort.
IDEA: Introducing adidas MOVE: activewear for the new generation. Helping MOVE forward from the box-ticking binary and into a new, active world. Including products from breathable binders to period swimwear and loungewear, suitable for all genders. It’ll set you free.
EXECUTION: Activations would include traditional and digital campaigns during times of major sporting events, featuring grassroots FLINTA+ (female, lesbian, intersex, non-binary, trans and agender) focused sports organisations. All orgs will be paid a £50k grant to appear. As well, a pop-up experience in association with Twitch, showing the products in immersive action, will travel the UK. The customers with the highest scores will win a day on the pitch with Jill Scott MBE.




