adidas: Strong Women campaign

marketingbranding
Written By Danielle Saunders

“Strong Women” was our first strength-inspired campaign that featured a diverse range of women reclaiming strength as a symbol of feminity. As the Global Social & PR lead for aSMC, my job was to launch this campaign with our partner Stella McCartney, adidas global and local teams.

RESULTS

  • 78 social media posts

  • 18 million reach

  • 13 coverage pieces

How did we achieve this?

SOCIAL

We created striking narrative-led content that spotlighted each of our women, capturing their unique strength and power. The content resonated well with our audience generating a sense of community, whilst landing the Strong Women message.

TALENT

We collaborated with our talented partners to engage with our audience and drive credibility. They supported the campaign with multiple collab posts, in-feed posts, Stories and commenting on each other’s posts. This drove strong brand sentiment and hype around the collection.

A series of four photos displaying women in different attire, illustrating a variety of fashion trends and individual styles.

PR

Our approach was to tell fewer stories with more focus to create connection and product desire amongst our community. We did this with an Influencer strategy, a London store event, creative seeding, and elevated press tools for media engagement.

Three people including gymnast Nia Dennis and Cross Fit athlete Ashton Finkel in adidas by Stella McCartney strength training activewear are performing exercises on outdoor metal bars in a sandy desert environment.
Ashton and Reegan Finkel with metallic athletic adidas by Stella McCartney outfits are exercising with kettlebells outdoors. The sky is dusky, suggesting early morning or evening. The image exudes a dynamic and focused atmosphere.
Danielle Saunders
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