Brief
To develop a launch campaign for women's sportswear line for custom sizes in Russia. Also the launch was planned on February 14
Insight
I work out regularly, but my figure doesn't look as an universally accepted image of athleticism.
Idea
In Russian «gym clothes» and «good condition» are the same words — so we created an idea — Adidas sportswear is not for changing myself, but for making me love myself and my body.
We use the inside labels of tops or t-shirts from the new collection, that usually has the tag with the size information on it. Our message with size is placed on the different fabric textures, that are used for the sportswear.
THE FORM OF SELF-LOVE
On the Valentine's Day confess your
love to yourself and to your body and
celebrate this day training.
We proudly present the New collection of
sportswear with an extended size
range 2XS — 4XL
Based on Global Photo&Video Shooting
