adidas may be entering that moment where everything aligns and moves the brand beyond their issues with celebrity endorsement… Then again, this post is about a meta-athletic endorsement with an actress at the peak of her powers. Zendaya has slowly removed the layer of coming-of-age starlet via a series of films and shows where she is exuding a level of sexuality completely unexpected for the Spider-Man star. From Euphoria to the steamy Malcolm and Marie the perception of who she is has changed considerably. The new film Challengers will continue to move her towards redefining how she is viewed.
adidas unveils FW23 London Tennis Collection: A fusion of classic tailoring and modern Innovation
In a rare moment for adidas the film gives adidas almost everything the brand failed at doing for Naomi Osaka. The trailer shows how athletic endorsements, like entertainment endorsements can be tenuous, but the fact that adidas is being highlighted throughout the trailer and film is a good thing. Consider how in 2019 Osaka landed the then biggest victory of her career. She beat Serena Williams but adidas’ focus was on Yeezy and signing up Beyonce for what now represents a series of bad investments for the brand.
As the World Cheered for Beyonce x adidas, Nike Snatched Naomi Osaka away from the Three Stripes
Osaka went on to become one of the most successful young stars in tennis and delivered design collections with Nike and gave the Swoosh an athlete crossing several geographies. Osaka’s Haitian heritage blended with her Japanese background and U.S. upbringing allowed Nike to highlight a multiracial person in a society struggling with issues around BIPOC. Osaka is an entrepreneur and an athlete juggling a relationship with a famous rapper. She’s the dream endorsement and adidas had her. The film Challengers gives Tashi Duncan (Zendaya’s character) all that the brand should have granted Osaka and the timing couldn’t be better as the Three Stripes prepares for tennis’ grass season with their London Drop. Could a Zendaya as Tashi collab be on the horizon, or is adidas afraid of the overt sexuality of the film? Should they highlight this moment with content?