adidas unveils the Don’t Rest Primeknit LUX bra, a premium first of its kind sports bra, created with Primeknit, adidas’ revolutionary knitting technology. Engineered for the perfect fit, the bra offe
Source: ADIDAS LAUNCHES KNITTED BRA TO DELIVER COMFORT AND SUPPORT FOR THE BODY IN MOTION
- When adidas gets it right, they get it right and I’m not afraid to say that.
- When adidas does get it right it usually blends aspects of different mediums to reach a targeted audience that immediately associates the imagery, music and artist with other aspects of the business.
- Pharrell made this happen and even if it doesn’t say it, entertainment and athletics will sell this bra.
- Mette Towley is mesmirizing.
adidas and Beyonce signed a deal last week that still has the industry buzzing. Today adidas launched a new sports bra not with the assistance of Beyonce, but with an artist/dancer/athlete from Pharrell’s tree. Mette Towley is given the platform to launch this new bra from adidas and it brings the question for me of why adidas hasn’t been utilizing this cross media strategy for the last year and a half as sales slid in the U.S.? Check out this splash page below:
https://www.adidas.com/us/training_primeknit_mette_towley
If you’re reading this and you don’t know who Towley is, just know this, in the video Lemon from Pharrell’s group N.E.R.D. she is the woman who is shaved bald by Rihanna at the beginning of the video. That video has been viewed on YouTube 96,324,339 times. In the video Towley exudes a feminine grace and power with sexuality that is bolstered by the confidence of being given an asexual look by another woman. The decision to go against the traditional concept of beauty that men place upon women is supported with the fact that Pharrell doesn’t show up in the video. No man is shown in the video. Mette Towley controls every aspect of the music video and it’s mesmerizing.
What did adidas miss?
This wouldn’t be a post on this site without me looking at M.O.M. adidas walked into this with all of the ammo needed to create a viral moment that would introduce their new sports bra to an audience that is obviously obsessed with Pharrell, Rihanna and Mette Towley. As I stated above the video for Lemon has almost 100 million views. If you compare the two videos above it becomes clear that adidas hasn’t regained the energy that lead to their explosive growth via marketing.
Insider Ties: adidas | Your future is not mine | Marketing Genius – Post Debate Oct. 9th
In 2016 adidas led with commentary on the future with the campaign above. Music, art and fashion blended perfectly to deliver a counter culture manifesto from the brand and it gave amazing energy to kids who were tired of wearing the same kicks and being looked at the same.
With this sports bra launch the brand took an energetic, charismatic woman and reduced her to all black apparel, bland/blanc music and uninspiring commentary.
The power of the above image is undercut by the cold, stark, presentation and the question becomes, what is being marketed here? The bra, pants or last year’s UltraBoost. Which raises the question of why make a 2019 UB without featuring it here in a new bra ad?
There is no real movement
There is no real moment
There is no real catchphrase
There is no real energy
Or… maybe I’m wrong, what do you think?