ADIDAS SUMMER OLYMPICS
*ASK: Adidas wants to show their support for female athletes at the Olympics this year. Develop an idea that can help drive that message home in a creative, culturally resonant way and also drive media coverage.
Women's sports have seen a significant surge in popularity, with fan engagement outpacing men's sports by up to 40%. However, female athletes still face a disconnect between public admiration and the realities of their careers, receiving only 15% of total sports media coverage. Historically, women's sports were sexualized, but there is now a shift towards genuine appreciation of their athleticism. Despite this, negative portrayals and lack of serious media coverage persist, and there is a lack of physical spaces for fans to watch and engage with women's sports outside of digital platforms. This presents a compelling opportunity for Adidas to support female athletes by championing safe and inclusive spaces for celebrating their achievements. The target audience includes women in major urban centers, sports enthusiasts, young girls engaged in sports, women deterred from sports, LGBTQ+ community members, and former female athletes. By creating and investing in community spaces where women's sports are celebrated, Adidas can affirm its support for female athletes and foster a more inclusive environment.
Main Idea: Redefining Femininity
*student work
Print Ads: Refining The Game
Adidas will partner with the only three woman’s sports bars in the United States during the two weeks of Olympics. These bars only play women’s sports games and that would continue into the Olympics with the support of Adidas. Creating this partnership show the brands support for women athletes and their fanbase.
Partnership: Break the Mold: Adidas Olympic Women Viewing Party Series
The Sports Bra, Portland
A Bar of Their Own, Minneapolis
Rough & Tumble, Seattle
During the two weeks, Adidas would bring in Olympic themed decorations, create a new menu inspired by everyone’s favorite sports and organize meet & greets with local female athletes.
Influencers:
1-2 influencers will be sent to these bars during the Olympics to create content for their personal pages and Adidas’s social media pages. They will focus on creative video based content (interviews, vlogs etc) for TikTok and Instagram Reels. This will help generate media attention and bring in more consumers to the bars.
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![Arielle Chambers]()
Arielle Chambers
A former pro cheerleader turned woman’s sports host and content creator. She is dedicated to closing the coverage gap for women’s sports mainly using social media.
Following: 53.7k
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Crystal Sorem
A former D1 hockey player from MN who creates vlogs and other lifestyle content. She interviews players from a variety of sports. Previously she worked with Adidas during the SuperBowl
Following: 534,6k
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Mariah Rose
Podcaster & TikToker who focuses on creating content around basketball and football. She creates content around sports news and explains games in simple terms.
Following: 448.6k
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Maddy WNBAData
A Math PHD Candidate who makes content based of the numbers behind the WNBA and other basketball teams. Additionally she makes vlogs about going to basketball games.
Following: 7,066
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Tamara Brown
A Sports Reporter & TikToker. She is currently a team reporter for the New England Patriots and an in-arena host for the Boston Bruins. She vlogs the behind the scenes of being a reporter.
Following: 3,756
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Coach Jackie J
TikToker who creates content on all things sports She is a member of the LGBTQ+ community and created a series “Is She Gay Or..?” where she guesses if popular woman athletes are gay.
Following: 404.7K
SOCIAL MEDIA: Unlock the Locker Room
VIDEO CONTENT
TikTok
Unlock the Locker Room: Meet Dorothy Brewer, the Rising Rugby Star. Dive into the world of rugby with Dorothy, a dynamic mid-20s athlete who discovered her love for the game in high school and has been making waves ever since. Learn more about her story and other female athletes in the link in our bio.
YOUTUBE
