In 2022, adidas insights showed that 80% of women wore the wrong bra size, and 50% believed bra discomfort put them off exercising. adidas Global set the task of breaking the barriers in place for women in sports through Bra Revolution - a campaign inclusive of all body shapes.

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With adidas, we landed the Bra Revolution within their London community by launching the campaign in the London Flagship store with a customer journey that decoded the new products and offered help to visitors in finding the perfect sports bra for them.

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As visitors entered the launch zone, a light tube display directed them to a digital bra finder tool that identified visitors' needs and led them to the correct product display areas. Following finding their fit, visitors were directed to a specialised bra fitting. They were encouraged to use custom fitting rooms that featured assisted and solo try-on tools, complete with a trampoline for a thorough bounce test.

Education was a key element of the launch zone, with explanations of the different products, fitting tutorials and videos delivered through tablets.

Connecting the Bra Revolution campaign with the community, we partnered with artist Lydia Reeve, who created bespoke body casts for a selection of the London Roller Derby team. An in-store exhibition proudly displayed artwork celebrating the team's different body shapes alongside more information on how to get involved with the team.

We also partnered with Sculpd and Clothes Doctor to provide gifts with purchases that encouraged sign-up to adiClub. Sculpd provided body candle-making kits that allowed customers to make unique body mould candles to celebrate body diversity at home. Clothes Doctor also provided free bra wash bags with products designed to increase longevity and helped prevent using microplastic bags that would be otherwise bound for the ocean.

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