adidas is proud to introduce the ‘Me, Myself’ campaign; a distinctive and inspirational new women’s marketing initiative that sees a significant shift in brand philosophy across all communications in 2009. The ‘Me, Myself’ campaign celebrates individuality, confidence and motivation. The concept is brought to life in a series of intimate portraits of women from around the world depicting key moments in their fitness routines and daily lives. The campaign features real women alongside adidas sports stars such as tennis player Ana Ivanovic, basketball star Candace Parker, taekwondo athlete Iridia Salazar and volleyball player Miwa Asao.
“The new adidas philosophy of Me, Myself is inspiring to me because it shows women as individuals; that we are all athletes in our own right and that we all have things that we do differently whatever level of athlete we are,” says Ana Ivanovic, adidas tennis star.
The ‘Me, Myself’ creative is a series of honest and intimate portraits capturing a close-up natural glimpse of women in an unguarded moment right before, during or after performing sport. These images showcase key looks from the spring/summer 2009 adilibria, Clima 365, Yatra and TECHFIT™ POWERWEB Yoga ranges. The garments are shown in action, depicting their functionality and style credentials — regardless of whether it’s in the gym, the park or simply meeting friends or walking the dog. The spirit and heartbeat of ‘Me, Myself’ is about shifting the emphasis and importance very clearly and decisively onto the woman herself. The campaign signifies a fresh, innovative focus across all areas of the women’s business including a clearer identity across product, retail, digital, PR and all communications.
Highlights of the campaign include the launch of the new adidas women’s website which contains an innovative styling tool; allowing users to create and personalize their own colour palette so they can mix and match outfits whilst browsing through the key styles and products featured in the adidas women’s collection.
The ATL print campaign showcases the iconic portrait imagery and includes narrative that is a personal snapshot of their lifestyle and motivations. The copy uses the women’s real name and will also state, what appears to be at first glance, the women’s age. The number is in fact a reference to a narrative about herself and the products she is wearing, providing an intimate insight into her dedication and commitment.
The ‘Me, Myself’ spring/summer 2009 campaign will launch at retail in January 2009, including adidas Sport Performance stores, the adidas online store and also at selected sports retailers all around the world.
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