The ‘Watch Us Move’ campaign by adidas is the company’s pledge to applaud and back all women by coming up with performance product designed to keep us active. The long-term campaign, which has kicked off with the “Formotion” collection, is part of adidas’s persistent pursuit to make sure everyone can enjoy sports, regardless of age, socio-economic, cultural background or sporting ability.
“We believe that sport should be accessible to – and representative of - all, and this year we are accelerating our efforts to ensure it is an inclusive space for women,” Aimee Arana, General Manager of Global Training at adidas, said. Arana added the company had “real, open, and honest” conversations with women in different parts of the world about what is lacking and what can be improved. She also said collaborating with the women was very important when it came to understanding the needs of underrepresented communities in particular.
As part of the campaign, adidas will be pushing boundaries and releasing product innovations throughout the year and beyond. The pieces take into consideration the insights gained from extensive listening and research, with the aim of removing the barriers women face when it comes to movement.
Armed with this knowledge, adidas's designers and engineers have been working to develop performance wear that removes gaps faced by different communities, whether it’s full cover swimwear or a performance tight that helps you stay in play during your period. Performance footwear crafted with the female anatomy in mind and an extension of adidas’s maternity collection can also be expected.
The “Formotion” Collection
The company’s most accommodating activewear yet, the “Formotion” collection has been developed by an all-female design team to deliver maximum support as it provides a comfortable fit that works seamlessly with the body in motion.
Taking inspiration from shapewear technology, the hero tight uses graded compression – created after years of development – based on body mapping and motion studies to deliver precise support where it’s needed most. The compression zones have different intensities and are strategically placed around the waist and hips to sculpt, whilst high-stretch knit fabric around the legs and calves allows freedom to move without restraint in high-impact conditions.
The “Move With Us” fitness series
With a growing online community of fitness enthusiasts and an ongoing need for home workout content, it’s great that women have the convenience of going online to find classes. But while exercising at home should be a space for all, the diversity of popular YouTube workouts is lacking. Giving a platform to athletes and grassroots fitness enthusiasts from communities that have historically been underrepresented, adidas’s new “Move With Us” series seeks to keep the hearts, minds and bodies of its female audience healthy.
Available for free on youtube.com/adidaswomen, the series celebrates and enables movement for all and invites women everywhere to enjoy the wellbeing it brings, whatever their circumstances. It includes workouts from body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley, and world champion, Paralympic medallist and motivational speaker, Denise Schindler.