54.5%
YES
Embrace Your Stripes
The postpartum period is often ignored, leaving women feeling alone in their journey. It's time to take ownership of the changes your body has gone through and embrace them, rather than succumbing to society's unrealistic expectations to "snap back". Now more than ever, it's the perfect moment to reintroduce ourselves and celebrate our journey. You've earned your stripes, so embrace them and celebrate the beauty of your postpartum body.
Art Direction & Copywriting: Alicia Novoa
Client
Adidas
Year
2022
Out of home
1 in 3
1 in 3 woman experience swollen feet, body dysmorphia, and stretch marks. These are just a few of the statistics that women face during pregnancy and the postpartum phase of their lives.
Setting the mood
The apparel
Postpartum wear is often outdated and inelegant, leaving women feeling uncomfortable and self-conscious about their bodies. But women deserve to feel comfortable and confident in their own skin, especially during this transformative time. Our new line of postpartum wear offers both comfort and style, allowing women to embrace their new appearance with confidence and ease.
The toughest athlete spends 9 months preparing for the hardest marathon of their lives
Their bodies forced to change everyday in order to qualify for the end goal
Stretching
Growing
Contracting
They go through the most rigorous training possible
Not knowing whether they’ll win or lose
But the race doesn’t end at the finish line, It only just begins
Next comes the challenge of acceptance
Acceptance of a new body
A new life
Even more obstacles
More hurdles
Stretch marks, loose skin, leaking breasts
Nothing fitting, nothing feeling the same
The most selfless athlete doesn’t know when they’ll get a break
All they know if they were made to keep going
Made to embody the journey
Embrace your stripes
adidas
The spots
Striped Social
The footwear
Swollen feet are a common struggle for many women during and after pregnancy, and finding comfortable yet fashionable footwear can be a challenge. That's why we're excited to introduce our new innovation- adjustable sneakers with cooling technology designed to minimize swelling and maximize comfort. Now you can feel stylish and supported during this special time in your life.
The event
Join adidas in celebrating all new and soon-to-be mothers at our Mother's Day Brunch Event! Hosted at the Turning Point Restaurant, the event will feature a welcome reception, a delicious brunch, and the opportunity to meet and connect with other moms in our beautifully decorated lounge rooms. Come celebrate with us and make lasting memories with your fellow mothers.
The manifesto
