The inclusive sizing clothing collection, launching November 2019.
The standard in the sport category is thin women looking serious, stern and sweaty, where’s the fun gone?
We created the concept for, styled, shot and executed a series of social statics and gifs for the launch. An analogue style shoot, completely different to anything Adidas has done before. The theme, resetting the standard, and showing women of all sizes work out, rolls and all, and proving that ‘fit’ doesn’t look one way.
Screenshot 2019-09-17 at 16.06.45

Screenshot 2019-09-17 at 16.38.10

Screenshot 2019-09-17 at 16.52.46

Screenshot 2019-09-17 at 16.52.23

Screenshot 2019-09-17 at 16.51.34

Screenshot 2019-09-17 at 16.04.27

Screenshot 2019-09-17 at 17.48.28

Screenshot 2019-09-17 at 17.47.33

Screenshot 2019-09-17 at 17.48.50

Screenshot 2019-09-17 at 16.04.55Screenshot 2019-09-17 at 17.56.45.png