Let me say this, Lululemon and Victoria’s Secret are making sportswear pay attention. Women have been overlooked in the sports seinen arena. In the last few years it’s become important to pay attention to that market as women are actually moving the trend of fitness from solitary training to group related activities.
Crossfit, Yoga, Running are all areas of growth and the sportswear market has appropriated a term invented by CLAE to describe footwear for work and working out, athleisure, and this has become the hot trend for apparel.
The new campaign, titled “adidas EQT 2 3F15,” is told through a female athlete’s lens and stars supermodel Karlie Kloss, fitness influencer Hannah Bronfman, fitness instructor and best-selling author Robin Arzon, WNBA All-Star Candace Parker and USWNT soccer star Becky Sauerbrunn, among others.
I know this is about adidas, but I’ve been touting adidas’ grassroots use of social to release its campaigns as the obvious direction for seinen. These videos will air during the Super Bowl, but by the time they hit the “big” stage the videos will have hundreds of thousands of views on YouTube and social. This is something that Nike and adidas have mastered. Under Armour… not so much.
Of course I’m excited because Candace Parker is featured, but I’m pumped because the music, imagery, and
Ruqsana Begum!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
This is how you beget connection to your market.
