South Africa,2024 – Global sportswear giant adidas is excited to unveil a strategic pivot in its enduring Strength Campaign. This year, the campaign adopts the theme “Get Back to Fitness,” aiming to reignite the flames of strength, resilience, and personal empowerment in light of the evolving needs of individuals across the globe. The initiative is poised to realign its storytelling towards the emotional, mental, and physical aspects of strength.
The adidas SS24 Strength collection of apparel is designed to move and keep up with your most challenging workout by unleashing the potential in every move for all through innovative designs and technical features including:
- Supportive layered silicone technology adimove elements restrictions for ultimate freedom of movement.
- ADISTRONG provides durability through all big power moves.
- A Traxion outsole of the Dropset 2 delivers improved traction and stability, elevating the execution of impactful high-power movements.
In response to the evolving fitness landscape and the unique challenges individuals face in recent times, The Strength Campaign has decided to pivot its focus to the essence of personal strength and spotlight a carefully curated collection featuring leggings and light colors. This drop set aims to not only elevate the style quotient but also symbolise the brightness that comes with embracing strength in all its forms.
Kate Woods, Senior Brand Director at adidas South Africa said: “As a brand committed to inspiring through sport and creativity adidas recognises the importance of adaptability in the fitness industry, and our ‘Get Back to Fitness’ approach reflects our commitment to meeting the current needs of our community. Furthermore, the approach embodies our dedication to supporting individuals on their journey to rediscover and embrace their strength. Our focus on leggings and light colors is a deliberate choice to symbolize the brightness of embracing strength in all its forms.”
The adidas Strength Campaign is about pushing boundaries, and this adjustment underscores the brand’s commitment to providing relevant and meaningful experiences for its audience, with adidas partner and fitness trainer Mapule Ndlovu at the forefront of the campaign.
adidas invites everyone to join the “Back to Fitness” movement, share their stories of strength, and explore the curated collection that represents the fusion of fashion and empowerment.
The Strength collection is priced from R599 and will be available for purchase from 15 January 2024.
For further information, please visit adidas.co.za or follow the conversation on Instagram and Twitter using #adidasTraining and @adidasza.
