Adidas’s new collection of athleisure for women focuses on the importance of movement. This new range of athleisure was designed to challenge old stereotypes and empower women to define what sports mean to them.
By: Mary Angeline Joven
The versatile collection is a mixture of style-focused activewear and shoes with an inclusive sizing range that highlights the diversity of the collection; the new Ultimate Bra is available in cup sizes A to G, with their underband sizes ranging from a US 30 to 48. Also available in XS to 4X, The Believe This 2.0 Tight is designed to provide support and comfort.
Just in time for International Women’s Day this month, Adidas’s campaign featured some of the most prominent women in various industries including strength coach, Cassie Day, and boxing instructor Sylvia Kim; body positive yoga expert, wellness entrepreneur and author, Jessamyn Stanley; world champion skier, Mikaela Shiffrin; yoga and meditation, mother and author, Mae Yoshikawa; world champion, Paralympic medalist and motivational speaker Denise Schindler; entrepreneur, writer, self-love advocate and versatile athlete, Chinae Alexander; social entrepreneur, activist, author, student, and dancer, Nadya Okamoto; psychologist, body-positive activist and marathon runner, Jada Sezer. Each of these women has highlighted their definition of sport and how movement plays an important part in their lives.
The Reimagine Sport campaign underscores the engagement of women in sport and it could be “anything that gets your body moving…and to be authentic” Jessamyn says. It is the idea of not being limited by fitting into a mold or pushing harder to show strength.
Aimee Arana, General Manager of Global Training at Adidas goes more in-depth about how women redefine the meaning of sport to them: “From dance, skiing, aerial yoga to skateboarding, women are doing it all. Movement is a sport and it is about getting out and enjoying what sport can do for your body and mind. This collection was made for those women and Adidas is inviting them to get out there and play their way.
The SS20 collection is now available in stores and online at https://www.adidas.ca/en/reimagine_sport