Adidas’ bra revolution proves that bespoke is always best (and we couldn’t agree more!)

Adidas has long been seen as a brand built on innovation. From their ocean clean-up making shoes from recycled plastic to Guccididas, the sportswear giant is continually pushing boundaries for betterment. It was only a matter of time before their own continued efforts for diversity, equality and inclusion (that’s DE&I in agency speak) would influence their sportswear products as well.?

Their latest campaign, #SupportIsEverything, shares the company’s belief that the right gear is essential in bringing our A-game. As they stated in their - somewhat controversial - tweet last month, women’s breasts in all shapes and sizes deserve support and comfort and their new sports bra range contains 43 styles, so everyone can find the right fit for them.

The Bra Revolution is just one of the stories we’re sharing as part of adidas’ latest podcast series, Rebellious Optimists. Episode one welcomes Global SVP of Sportswear + Training Aimee Arana who has made it her mission to shake up traditional sportswear, especially for women. Opening up to host Twiggy Jalloh, Aimee talks about the importance of listening to what consumers want (and her team!) and trusting in a bold vision to create a truly inclusive brand.?

Much like adidas’ own vision to push boundaries and provide a bespoke answer to an ongoing issue, at Chalk & Blade we want to showcase the many varieties of the podcast genre; from the soon-to-become TV drama, Hunting Ghislaine, to gripping narrative and Audible series, The Messenger.

For adidas, the bra revolution is about recognising that everybody is unique and, as Aimee explains, how that broad vision is integral to their strategy.?

“Every human body is different and we are absolutely dedicated to making sure that product is fully accessible in the right size ranges not only in training but across the portfolio of the brand” - Aimee Arana, Global SVP of Sportswear + Training

Want to share what’s at the heart of your mission with an avid listenership? Drop the Chalk & Blade team a message on here to see how we can work on a campaign together in the future.

Stream the latest episodes from adidas’ Rebellious Optimists podcast here.