adidas Womenswear appointed ODD to work on a very particular brief. Following the success of this campaign, ODD has gone on to work on the adidas by Stella McCartney range.
As one of the world’s leading authorities on sportswear, adidas wanted to educate women on the importance of wearing the right sports bra. We were asked for an integrated campaign that would kick-start an on-going conversation with young women, empowering and inspiring them to ‘meet their match’.
The ODD Solution
It’s a sensitive topic to broach, but with 80% of women wearing the wrong sports bra, it’s an important and relevant one. Finding the right tone of voice – a good balance between conversational and educational – was integral to the success of this campaign.
We filmed a global in-retail video that used typography and a conversational tone to state the facts. This was supported by attention-grabbing OOH, editorial, social media, and in-gym experiential events that encouraged women to dump their old sports bra in exchange for a discount on a new adidas one.
We also developed the campaign’s ecommerce hub: The ‘bra finder’. The personalised service drives ecommerce sales by guiding consumers through a series of questions to find the most ideal adidas bra for them.
The campaign was adopted in multiple markets, including the Middle East, South & Latin America, UK and Spain, helping to ensure women everywhere have the right support for their sport.