An advertising strategy that any clothing brand can practice in Sri Lanka

In 2020, spurred by the belief that sport had evolved, Adidas' new Spring/Summer 20 collection asked its community of women to define what sport meant to them. Adidas believed that every woman deserved to feel like an athlete. So, they set to work, crafting a collection that would kindle the inner athlete in all women, no matter how they preferred to play. This special assortment included activewear designed not only for performance but also for style. From sleek, high-performance tights to bold statement tracksuits, they had it all covered.

To showcase their versatile collection, Adidas unveiled 'Reimagine Sports', a campaign that highlighted remarkable women athletes who embraced sports in all their glorious forms.

In this empowering campaign, there was no shortage of role models. First, there was Jessamyn Stanley, a yoga expert who championed body positivity and wellness. Then, there was Mikaela Shiffrin, a skiing legend who had triumphed in world championships. Mae Yoshikawa, a mother, author, and meditation teacher, brought her unique perspective to the campaign. Denise Schindler, a Paralympic medalist, showed that true champions don't back down from challenges. Chinae Alexander, a self-love advocate and versatile athlete, added her own flair to the mix. Nadya Okamoto, a student, author, and activist, demonstrated that you can be a force for change both on and off the field. Lastly, Jada Sezer, a marathon-running psychologist and body positivity activist, brought her determination and wisdom to the campaign.

Even though the results from the campaign are nowhere to be seen in figures or any publicly available data source, it’s no wonder that the campaign boosted their sales and customer reach throughout the season. This campaign proved to be one of Adidas' most successful campaigns ever.

However, from a marketing standpoint, this article aims to emphasise the message that the ad campaign conveyed to the mass audience.

The powerful message that Adidas conveyed to women everywhere is that there's no one-size-fits-all when it comes to being an athlete. Every shape, every size, every passion, they all had a place in the world of sports. And with that, a new era of inclusivity and empowerment began.

Any clothing brand aiming to deliver a targeted ad campaign can employ the above advertising strategy with localised settings applied. For example, the frame of reference (FOR) – athlete in all women can be redefined and re-crafted into the Sri Lankan context with any popular sport in the country. Additionally, the following points should be highlighted:

1. Adidas used various role models to emphasise the validity of the concept they sought to establish. Sri Lanka also boasts both veteran and up-and-coming role models whom brands can endorse. For example, the young gymnastics champion – Milka De Silva would be an excellent sportsperson for a brand aiming to build an FOR for sports.
2. In Sri Lanka, there’s an unspoken brand that is successfully implementing their advertising strategies in sports FOR, known as iCarnage. This brand has outperformed all other major brands in establishing a strong brand positioning and a means to convey their brand stories. Anyone in the local context can learn from their executions and be inspired.
3. Versatility! Adidas has utilised a perfect blend of women in their creatives; different ethnicities/nationalities and sports. They featured African, Asian, Chinese, and White faces of women while endorsing sports like athletics, gymnastics, cycling, boxing, weightlifting, etc. The same idea can be re-illustrated in the local context by showcasing a wide range of activities that are not yet widely promoted in popular media.