Adidas Canada is launching its #HereToCreate fitness class series as part of its global campaign that urges women “to tackle challenges, embrace creativity and defy conventions, all in the name of sport.”
The brand has partnered with Toronto fitness club Totum to offer free workout classes every Thursday evening until Sept. 29. Adidas trainer Julian Ho will lead the classes, which will also feature Adidas ambassadors and influencers Jessica Mulroney, Catriona Smart, Gracie Carroll, and Christina Mensen.
Adidas’s global Sport16 campaign, which launched in February, includes the “I’m Here to Create” film series, developed by 72andSunny. The series features different female sports icons including tennis star Caroline Wozniacki, and WNBA all-star Candace Parker, who show how they bring creativity to the world of sport.
“We wanted to bring that to life in Canada and inspire Canadian female versatile athletes,” said Angela Blyth, director of marketing at Adidas Canada. “[The fitness series] was a unique way of making sure we capture that within one of our key cities.”
The fitness series also aims to make an emotional connection with female consumers. “It’s being able to inspire them and give them a hands-on approach,” said Blyth. “You can do a mass reach, but the idea is that it’s all about these women who actually inspire each other. It’s allowing them to create a unique community… and the brand just gets to be a part of that.”
Blyth said the target market was 18 to 25, but it can go up to 35. “We’ve got Jessica Mulroney, who is a mom, but she is that versatile female athlete. She infuses training into her daily routine. So it really goes across [different age groups].”
As part of the global campaign, Adidas will continue to roll out women-focused activations, partnerships, products and events throughout 2016. “We’ll support that in Canada at a high level, and bring it down at grassroots level to make sure we’re capturing that female consumer throughout the year,” said Blyth.
Rock-it Promotions is handing public relations for Adidas Canada.
