A sportswear line focused on the diversity of Latin American women. In a new adidas campaign in partnership with Ogilvy Brasil, the three-stripes brand launches the project Veste as Brabasan initiative that celebrates the authenticity and essence of the Latin woman.
For the construction of the campaign narrative, Ogilvy was inspired by the song “Liberdade” by rapper, influencer, black and feminist Drik Barbosa. The artist’s clip is a manifesto about female freedom, emphasizing a form of existence without barriers. Check out the video:
Drake commented:
“Female freedom for me is that there are no barriers, being a woman and black. There are no barriers in everyday life, there are no barriers at work, there are no barriers in art, which is what I do, there are no barriers for girls who are understanding who they are, who are understanding their bodies, we own we. Feminine freedom is being, being a woman, being active, and being part of society.”
Daniela Valsani, Senior Commercial Director at Adidas Brazil, spoke about the campaign:
“Latino women are recognized for their determination and pursuit of free expression. The pieces of the collection Veste as Brabas reflect this spirit of freedom of the female body, with clothes that allow greater comfort and flexibility for sports, whatever the modality or everyday use.”
The campaign “Veste as Brabas” started on the social networks of @adidasbrasil and brand partners from this Monday, May 9th, and as a dissemination strategy, a movie of a Braba will be released on the networks weekly. This entire project featured mostly female production. Drik Barbosa, rapper, black woman and activist, Ester Dias, actress, sportsman and black woman, Alexandra Gurgel, activist, journalist, influencer and responsible for “Movimento Corpo Livre” and Eloyza, black woman, skater and runner, star in the films.
In addition to this team, Veste as Brabas it also has director Liv Stacciarini; the photographer Tauana Sofia; and the artist and trans woman Joanna Schmidt, who signs the collages.
The creative duo of Ogilvy Brasil, Nayla Alana (Senior Art Director) and Roberta Magalhães (Editor), highlights:
“This collection came to make history in the women’s sports market. We put a lot of effort and made sure that all the people involved in the process were primarily women, who, like us, worked to inspire and open space for other brabas to feel represented and proud of their bodies. We don’t need to fit into patterns, every body is free and deserves love and respect.”
The collection Veste As Brabas It is now available on adidas Brasil’s websites and stores, at Lojas Amaro and also on the brand’s e-commerce and digital platforms. The campaign and collection will be extended to other Latin American countries throughout 2022.
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