In a post on adidas Running, I delivered a discussion on differentiated instruction as it relates to reaching new runners. The purpose of the post was to establish that running as a sport is intimidating and often elitist. Those who run share their statistics and distances often making beginners feel like they aren’t accomplishing much. The running community becomes a complex thing to navigate and can add to the mental and social pressures people feel about their bodies. In that dialogue my goal was to explain that adidas needed to reach new athletes, and old, where they break down the walls around fitness.
adidas Adds Layers
adidas Training and Bumble unveil a partnership to tackle intimidation felt at the gym, or gymtimidation,a barrier to training which impacts athletes at all-levels. Coming together to offer a new adidas interest badge, which members can add to their profile to let potential matches see their interest in fitness, the collaboration is designed to create space for next-gen gym enthusiasts to connect and realize the research-backed benefits of training, together.
By simply opening Bumble, Bumble For Friends mode or Bumble For Friends app, members will be able to add adidas’ “Gym buddy” interest badge to their profile, to swiftly identify fellow members who are in search of a new workout buddy. Giving members the reins, they can then spark up conversation to connect on their specific goals, from starting weight-training for the first time, to tackling the next pull-up PB. The gym buddy badge helps members explore the potential of a meet in-real-life to work towards workout goals, together.
The Lonely Generation
In the past college was a fertile ground for connection and partnership. As education has changed with remote options and colleges utilized to attain jobs, the camaraderie, which led to many people meeting their future spouses, subsided. Men and women are finding it harder to date or just meet people. This is leading to loneliness and depression in young adults and even older people not connected to family. The phone is a safe haven for gym-goers when it’s used as a tool for avoidance. The collab between adidas and Bumble is a form of differentiated instruction opening a door to engagement via fitness. While many people consider technology an awkward medium, social apps are easy to navigate for a world living online. This is an entry level form of education by adidas.
The Gear
Understanding that over three-quarters have experienced clothing or footwear issues during bodyweight or weight exercises5 ,each piece in the adidas Training SS24 Strength Collection is made in part with recycled materials and is built to enable athletes to feel their strength. Featuring adidas material constructs such as AEROREADY technology, which uses sweat-wicking and absorbent materials to keep athletes feeling dry, and ADISTRONG technology, developed from athlete insights and body mapping studies, the high-performance drop includes:
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Dropset 2 footwear – designed to bring stability and support to each move, featuring a low midsole for a grounded foundation, essential for maintaining proper form during power moves.
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RRD Impact Bra – built with layered silicone technology, designed to conform to the wearers body, for fit and shape for ail-day confidence.
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The Optime Power Leggings – also built with layered silicone technology and crafted with a high-waistband and squat proof material from adidas’ ADIMOVE which strikes the balance between stretch and support for a sleek, next-to-skin feel.
While it’s admirable for adidas to make a connection to Bumble, there is an inherent benefit for the brand: connection inspires no repeats, lol. No repeat is both a positive and a negative in fashion. It’s the motivation behind consumption and social media. The fashion haul contributes to apparel in landfills. In adidas’ presentation, they miss an opportunity to extend the discussion with the consumer into an area of interest for these connecting athletes. Picking up new gear to look fresh can be a bit more sustainably done and the Three Stripes should consider updating the apparel or adding a giveback program.
Collabs should improve opportunities, and this is a smart partnership with an array of events which could be added. I’ll be checking to see if adidas understands how and where to roll out additional moments and a better method of make while sharing with athletes the importance of connection and fitness.