Adidas is challenging the stereotypes of what a female athlete should look like with its newest collection.
The brand’s Reimagine Sport campaign features a versatile collection of size-inclusive performance and streetwear pieces that aim to “inspire the athlete in all women, however they choose to play.” The campaign is based on the evolution of sports and stars a variety of female athletes defining what sports mean to them. Some of the athletes profiled include yoga expert Jessamyn Stanley, marathon runner Jada Sezer, and world champion skier Mikaela Shiffrin. Adidas is one of few athletic brands that keep female activewear consumers at top of mind according to a Gartner report on the topic, with Reimagine Sport as the latest campaign to showcase the diverse athletic ability of women and releasing products to help them do so.
The collection, which caters to all sizes, also features two new products: the Ultimate Bra, which goes up to a size H, and the Ultimate Tight, which is available from sizes 2XS to 4X. Adidas plans to launch additional items throughout the season, all of which will be available in store and online.
Adidas is reminding customers that all female athletes are welcome, regardless of sport or body type. The brand’s plan to be size-inclusive could also set a precedent for other activewear brands looking to send a message for the greater good.