The casualisation of fashion has led to a shift away from underwired bras and while the sports bra market is flooded with options, they don't cater for all women - 90% wear the wrong size bra. adidas is driving its innovation forward to better serve the needs of female athletes with its biggest ever commitment to women. We set out to offer women support - physically and emotionally – with a stand out activation to drive awareness of the product range, and demonstrate our commitment to all women in all sports, at all levels and regardless of their background or beliefs. We set the ambition to create a culturally impactful moment and to own the narrative around 'support',

To address the imbalance of representation we unveiled a series of statues immortalising change-making women across sport and culture, and highlighting the push for greater representation of women in London. The statues celebrated female trailblazers who were 3D scanned and crafted using sustainable 3D printing methods. The life-size monuments were installed outside City Hall, near Tower Bridge, inspiring communities of Londoners about the importance of representation. Each statue featured a QR code that triggered videos introducing their own individual stories and the importance of seeing ‘people like us’ as role models in the wider community. The statues were in place in the weeks leading up to International Women's Day before we asked the public to help identify their permanent homes in communities connected to the talent, where they will continue to inspire future generations and adjust the wildly outdated status quo.

Our task was to communicate the inclusive nature of the bra collection, to female audiences in London, and bring to life adidas’ message that support is everything. A report for Mayor Sadiq Khan stated women lack equal representation in London with twice as many statues of animals (8%) than women (4%) while male statues make up 21%. Generations of women lack inspiration by not seeing ‘people like us’. We set out to increase representation and inspire a better, equal future for women, engaging talent from sport and culture, including: Vivianne Miedema - Arsenal footballer, Eniola Aluko - footballer and commentator, Ellie Goldstein – dancer and model, Emily Scarratt – rugby player, Tanya Compas – youth worker and community builder, Asma Elbadawi - basketballer, poet, and activist, Francesca Brown – footballer and CEO of Goals4Girls and Sherrie Silver – dancer, choreographer, and U.N. Advocate.

We invited our talent to stand in an iconic and personal pose to them, while we 3D scanned them in a rig of 250 cameras, capturing data to build a life-like digital model. The files were retouched and sustainably 3D printed, using plastic waste recovered from UK oceans. The component parts of each statue were assembled around a steel frame to add strength, before being sanded, painted and weather protected. Each 1:1 statue was mounted on a sustainably sourced base which had information about the individual, the campaign and a QR code to launch their own personal stories, views on representation and the importance of support. The statues were installed on the River Thames, outside the Mayor’s office, with the stunning backdrop of the city skyline, where they stayed for 4 weeks leading to International Women’s Day, before finding permanent homes in their relevant communities (still to be determined)

The physical presence of the statues was seen by over 1m Londoners in situ.

We created over 300 pieces of digital content for use across brand and talent partner channels.

- Films delivered 1.7m organic views and 17m paid views

- Over 50 pieced of PR coverage generated over 38m impressions

- Over 240k engagements across PR, owned and partner channels

-- 40% positive sentiment + less than 1% classed as negative

- The campaign film is the second most watched film on @adidaslondon this year