adidas MOVE

Adidas MOVE

(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.

Anthem video; voiceover by Laura, visual edit by me
A mockup image of transmasculine binders with the adidas logo and three-stripe motif on
Binder mockup
Fake Instagram post from adidas UK: "Want to win a chance to score with the Queen of the Jungle? Attend our # Adidas MOVE Box outside Wembley Stadium next week and you can be in with a chance of winning a day on the pitch with footy legend Jill Scott! All you'll have to do is play one of our MOVE games within our immersive box. If you're this week's best swimmer, footballer, tennis player or martial arts master, you'll be off to the Emirates Stadium in October to MOVE with one of Britain's best female footballers. Plus, that's not all. The Top 10 scorers in each game will win an adidas MOVE…" The copy ends there.
Mockup Instagram post
Fake TikTok post from adidas UK: "meet Bender Defenders – the all-queer Muay Thai group that kick (adid)ass. # adidas # adidas MOVE # they move # bender defenders # fashion"
Mockup TikTok post
A mockup image of period swimwear and activewear with the adidas logo and three-stripe motif on
Period swimwear mockup
Fake tweet from adidas UK: "Able to absorb eight hours' worth of strawberry jam. # Wimbledon, # Adidas MOVE."
Mockup Twitter/X post
Fry down or fry up? Choose a breakfast to remember. Guinness 0.0
Previous Story

Guinness 0.0

Lylani on stage at the V&A, introducing to the audience Planet and Studio Of The Babes.
Next Story

Speaking

Go toTop