ADIDAS
When your sport’s problem is visibility, being the change you want to see in the world starts with being seen.
(SPEC WORK)
BRANDING: ‘THE SPOT’ LOGO VARIANT
The Spot is a logo, a campaign, and most importantly a symbol. Women who wear it let other women know that they lift – and that they’re willing to help other women pick it up. Adidas will donate 10% of all proceeds from Spot-branded gear to the Women’s Strength Coalition, an NYC-based non-profit that promotes women’s weightlifting.
POSTERS
GEAR
Spot-branded gear lets women show off the pride they take in their weightlifting skills – and their willingness to help other women grow their own.
“THE SPOT” Community GYM
10% of all proceeds from Spot-branded gear will go towards building and funding The Spot, a gym space for and maintained by the Women’s Strength Coalition. The Spot will offer free training sessions specifically for teenage girls.
BRANDED IG CHALLENGE FILTER >>
SOCIAL
Adidas will start the #spotted challenge. Girls can submit posts and videos of themselves to the hashtag showing themselves weight training with a friend. They will then nominate their friends to pass it on and do the same!
Participants will be able to scan the logo on all Spot-branded gear to get special challenge filters they can use.
AD: Ross Holter
Designer: Carter Dunn