New adidas ad celebrates movement in all its forms

The brand’s latest campaign asks us to ‘reimagine sport’, as demonstrated by a series of inspiring women showing off their own definitions of exercise

January has historically been that miserable time of year when brands fat shame us into becoming a ‘better’ version of ourselves by joining the gym.

Thankfully, in the wake of the body positivity and strong girl movements, much of this lazy approach to advertising seems to finally be dying a death.

The new campaign from adidas to promote its Spring/Summer 20 collection is the latest ad to show a more inclusive approach, and features everyone from body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley, to world champion, Paralympic medalist and motivational speaker, Denise Schindler.

Created by Iris and directed by Sarah Chatfield, the high energy film flits between shots of women lifting weights or boxing to doing their own al fresco workout on the beach.

While the spot lacks some of the humour and unashamed diversity of other recent campaigns such as Sport England’s hugely popular This Girl Can, it’s nice to be reminded at this time of the year that how we choose to exercise is exactly that: our choice.

Agency: Iris
Creative Director: Gabi Mostert
Associate Creative Directors: Jon Wedlake, Matt Carter
Creative Team: Sally Leach & Michelle Collins, Eve Anthony, Rosie Thomas.
Production Company: Kode
Director: Sarah Chatfield
Photographer: Jenna St Martin