Ahead of the 2021 International Women’s Day, global sportswear giant Adidas has launched “Watch Us Move” – a campaign aimed at celebrating women who inspire us by breaking through the burdens of societal orthodoxies.
By the virtue of sports, Adidas wishes to send the optimistic message of sidelining superficial aesthetics for what really matters – work ethic, grit, resilience, and obstinacy to get back up every time someone tries to put you down. Sport recognises nothing but hard work.
The campaign is spearheaded by the likes of former Miss World Manushi Chhillar, Indian squash player Dipika Pallikal, and Indian boxer Nikhat Zareen.
Talking about Watch Us Move, Sunil Gupta, Senior Director, brand Adidas India, said:
“Watch Us Move is all about encouraging women to express themselves through movement. Every woman has her own definition of movement, of what progress looks like. They’re already taking action, creating in their own way. Yet many tell her what to do, how to look and who to be. With the launch of “Watch Us Move”, adidas aims to unshackle these expectations and provide 100% support for all women making moves as they move the world.”
Miss World 2017 Manushi Chhillar said:
“I am delighted to be a part of Adidas’ powerful roster of women athletes who are super inspirational. Watch Us Move celebrates women, their achievements and inspires us to keep a positive approach to life. It celebrates the fact that being feminine is powerful in every way, shape and form. Through this platform, I’d like to say we are ready to MOVE and now, more so than ever, it’s time for the world to WATCH US MOVE.”
Deepika Pallikal added:
“Watch Us Move is a rallying call for all women to be the drivers of change for one another with their inspiring rebellious optimism. Through this campaign, I urge women to express themselves more freely and also to move and enjoy and see how this movement can do wonders to their bodies and minds for overall wellbeing.”
The launch of Watch Us Move times perfectly with the release of Adidas’ most supportive activewear range to date – Formotion – developed by an all-female design team to deliver maximum support, whilst offering a comfortable fit that works seamlessly with the body in motion.