Two grand prix strategies with Adidas

• Gold at the Grand Prix Stratégies du Sport 2022, category Press & Influence Operations
• Bronze at the Grand Prix Stratégies de la Communication Influence 2022, category Integrated campaign — Product launch

In 2022, adidas launched a new range of sports bras for all types of breasts with the “Support is everything” global campaign. Finding a local expression of this idea has been the opportunity to connect with a young audience concerned by gender inequalities in the sports gear field. “Sorry Bra” pleads guilty for not having considered this problem earlier in an open letter to all women, spread across all platforms.

We stressed the problem of not wearing a proper sports bra and displayed our message directly where it hurts. Starting on social media, our campaign continues with influence, branded content, PR, events, scenography, and seeding. The letter signed by adidas accompanies the product sample sent to all Paris’ athletes and influencers. They later posted about the product and the campaign using the hashtag #SorryBra #adidasParis

Influencers and Parisians are invited to try the product during a real sporting event, later forecasted on social media.

Influencers and Parisians are invited to try the product during a real sporting event, later forecasted on social media.