adidas dévoile sa campagne « I’m here to create »

Adidas met la femme au centre de ses attentions en ce début d’année 2016. Dans le cadre de sa campagne globale Sport16, et peu après avoir dévoilé la chaussure de running Pure BOOST X, la firme allemande lance aujourd’hui une nouvelle série de treize films dédiés à la femme.

Le premier de ces épisodes, « I’m here to create », incite la femme à exprimer sa passion pour le sport, sa volonté d’innover et de casser les codes dans le cadre de sa pratique sportive. Plusieurs ambassadrices incarnent pour adidas cette femme sportive : Caroline Wozniacki (tennis), Candace Parker (All Star en WNBA), Karlie Kloss (mannequin et chef d’entreprise), Ana Ivanović (tennis), Morgan Brian (football), Hannah Bronfman (DJ), Robin Arzon (street workout), Nicole Winhoffer (fitness artiste), ou Julie Aubert (alias Mademoiselle Run, influenceuse parisienne).


Créée en partenariat avec l’agence 72andSunny, la campagne « I’m here to create » dévoile des moments particuliers de la vie des ambassadrices, témoigne de leur détermination à réussir en n’ayant pas peur de briser les règles établies. Ainsi, le film sur Caroline Wozniacki revient sur ses méthodes d’entraînement non conventionnelles, alors que celui sur Candace Parker se concentre plutôt sur son rôle de mère moderne et sportive.

Pour Lia Vakoutis, directeur de la communication internationale d’adidas, il est important de se rappeler de la campagne Sport15 d’adidas pour comprendre cette nouvelle campagne : « Tout au long de l’année 2015, il était question d’inciter les sportifs à créer leur propre style de jeu. En 2016, il s’agit de prouver que la créativité est un élément indispensable dans le sport. Les films « I’m here to create » sollicitent l’imagination des sportives, qui se serviront de leur créativité pour repousser leurs propres frontières, qu’elles soient physiques ou personnelles. Cette année, nous continuerons de rendre hommage aux athlètes et aux personnalités influentes qui repensent sans cesse la pratique sportive. »


Lancée aujourd’hui, la campagne « I’m here to create » consacre des spots de 15 à 30 secondes à chacune des athlètes ambassadrices et sera diffusée dans plus de 50 pays. Par ailleurs, adidas se servira également de moments forts comme la Ligue des Champions, les cérémonies des GRAMMYS, des BRIT Awards et des Oscars pour impacter cette diffusion.

Comme nous l’évoquions, cette campagne poursuit la dynamique lancée par adidas avec le dévoilement de la Pure BOOST X. Et la marque allemande ne compte pas s’arrêter là, puisqu’elle annonce d’ores et déjà aux fans qu’ils pourront découvrir ses plus beaux modèles lors d’événements prestigieux, comme le Super Bowl, la Ligue des Champions, la Fashion Week de New York, le All Star Weekend de la NBA et le NFL Combine.

Les cinq premiers spots dévoilés aujourd’hui :

Caroline Wozniacki

Robin Arzon

Hannah Bronfman

Candace Parker

Nicole Winhoffer


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