Thu, 12 May 2022 14:33:27 GMT
Adidas Brazil, in partnership with Ogilvy Brazil, presents a new campaign for its sportswear line focused on diversity. 'Veste as Brabas' celebrates the authenticity and the essence of strong Latin women.
To build the campaign narrative, Ogilvy was inspired by the song 'Liberty' by rapper, influencer, black and feminist Drik Barbosa. The video clip is a manifesto in which she deals with female freedom: a form of existence without barriers.
"Female freedom for me means that there are no barriers, me being a woman, being black, it means not having barriers. There are no barriers in everyday life, there are no barriers at work, there are no barriers in art, which is what I do, there are no barriers for girls who are understanding who they are, who are understanding their bodies, we own ourselves. Female freedom is being, being a woman, being active, and being part of society,” said Drik..
"Latin women are recognised for their determination, and they are constantly looking for free expression. And all the clothes from the Adidas 'Veste as Brabas' line reflect this, the spirit of freedom on the Latin female body. And this clothing line allows greater comfort and flexibility for sports, whatever the modality or daily use,” comments Daniela Valsani, senior commercial director at Adidas Brazil.
'Veste as Brabas' will be launched on the brand's main social platforms and the entire production is mostly female. Among the participants are women such us: Drik Barbosa, rapper and activist; Ester Dias, actress and, sportswoman; Alexandra Gurgel, activist, journalist, influencer and responsible for the 'Free Body Movement', and Eloyza, skater and runner.
In addition, 'Veste as Brabas' was directed by Liv Stacciarini, with the photographer Tauna Sofia, and artist and trans woman Joanna Schmidt, who created the artwork.
"This collection came to make history in the women's sports market. We put a lot of work and passion in this, to make sure that all the people involved will be inspired. All the team needed to be primarily women. Women like us, who were inspired and who can open opportunities to other 'brabas'. Therefore, we can make sure that all girls will be represented and proud of their bodies. We do not need to fit into patterns, everybody is free and deserves love and respect,” highlighted creative duo from Ogilvy Brazil, Nayla Alana, senior art director, and Roberta Magalhães, copywriter
The 'Veste as Brabas' collection can now be found in all Adidas stores in Brazil and brand´s e-commerce and digital platforms. The campaign and the collection will be launched, until the end of the year, in all Latin American countries.
Categories: Clothing and Fashion, SportswearOgilvy Brasil , Thu, 12 May 2022 14:33:27 GMT