Bra Revolution for adidas

I was the Account Director and Project Lead on the agency team responsible for the North American launch of adidas’ largest women’s campaign of the year, Bra Revolution. We developed, created, and implemented a full 360 campaign that spread across seeding, OOH, social, and retail.

Fit Finder:

The Strategy we developed for “Bra Revolution” was all around finding the perfect fit. In our research, we found out that over 80% of women were wearing the wrong size bra. To help solve this issue, and to help adidas reach their goal of being a main player in the sports bra / athleisure category, we developed a “bra fit finder.” This was a website that was accessible via QR code in adidas retail stores.

Seeding:

We created bespoke seeding kits for a curated list of influencers and partners who fully fit the “Bra Revolution” ethos. In the seeding kit, we included access to our “Fit Finder” that we created for adidas. We managed the design, curation, and distribution of the kits that allowed our partners and influencers to get a sneak peek of the product, and to share the excitement with their fans and followers.

Retail:

We created a a full North American retail program that was adaptable between owned flagship retail stores, to partner accounts such as Kohl’s. Our campaign was fully adaptable, and showcased all the key attributes of the product, while inspiring people to believe that “Support is Everything.”

WHS:

For wholesale, we shot a new campaign that resonated more with adidas’ key wholesale partner, Kohl’s. The campaign featured both stills and motion. From these new assets we created both retail and social marketing materials.

Out of Home:

Part of our go to to market strategy included launching as big as we could in one of adidas key cities, New York. Because it was still Covid time, in-store events were taking a pause. So the way to go as big as we could was to do a giant OOH campaign in Times Square and surrounding the adidas store on 5th Ave, and Soho.

Agency: IMA-Home