We were challenged with the opportunity to create an end-to-end omnichannel campaign ecosystem for adidas Primeknit sports bras and tights—designed to be as dynamic as the women who wear them.
Through the lens of true freedom of movement, we highlighted the innovative products through a seamless experience across digital, social, PR and retail touchpoints all centered around a central creative direction…
MANY MOTIONS, ONE BODY.
We chose influencers that exemplified the dual support and flexibility of Primeknit—and who live life in motion. Mette Towley - Made famous by Pharrell’s “Lemon” video, Mette embodies the authenticity of expression in her dance. Zanna Van Dijk - Active UK fit-fluencer Zanna helped pressure-test Primeknit’s performance benefits.
The hero videos, featuring Mette and Zanna in action, embodied the ethos of “Many Motions, One Body.” Their movements, emphasized with post-production ripple animations, convey the kinetic energy inherent to the activewear. Created with digital and social applications front-of-mind, these videos are designed to hook the viewer with engaging, looping animations.
Our work extended far beyond the site, integrating the creative direction into the adidas retail environment. We worked through various iterations, leveraging digital expressions in the physical space to express the Primeknit experience in an impactful way.