On a relentless pursuit to ensure sport belongs to everyone, regardless of age, socio-economic and cultural background or sporting ability, adidas today announces Watch Us Move – a long-term campaign created to better support all women in sport.
As part of the campaign, adidas will be pushing boundaries and releasing product innovations throughout this year and beyond that are informed directly by insights gained from extensive listening and research. This exercise shed light on some of the barriers women face to movement.
Equipped with this knowledge, adidas’ designers and engineers have been working to develop performance wear that removes gaps faced by such communities; full cover swimwear, a performance tight that helps you stay in play during your period, performance footwear crafted with the female anatomy in focus and an extension of its maternity collection. The campaign kicks off with the arrival of adidas’ most supportive activewear yet, Formotion.
The Formotion collection has been developed by an all-female design team to deliver maximum support, whilst offering a comfortable fit that works seamlessly with the body in motion.