JD Sports x adidas
A campaign by global sports and lifestyle brands JD Sports and adidas entitled ‘Watch Us Move’ has launched celebrating an all-star cast of inspirational Australian female creatives.
The campaign highlights ten women ‘making moves’, united in challenging the status quo - featuring performance artist and House of Slé Mother Bhenji Ra, artist A GIRL, DJ and skateboarder C.FRIM, DJ and radio host Naomi Salim, artist Maina Doe, artist and songwriter Jessica Jade, movement artist Caetlyn Watson, singer/songwriter and movement artist GLO, dancer and performer Kilia Pahulu, and dancer/model Lydia Kivela. Coming together in a spirit of unapologetic expression, the cast literally and symbolically moves through a dialogue of words and bodies, negotiating notions of self-expression, identity and collective change.
Retail Marketing Executive Kate Asamoah said, “‘Watch Us Move is rooted in self-expression and honors how movement is uniquely embodied by each of these incredibly talented women.
We witness how our heroes make their own moves: moving forward both physically and conceptually, exploring the formation of identity through style. We’re especially excited to share work that combines and elevates these female voices, as told through an exceptionally skilled creative and production team, who are also shaping the conversation from behind the scenes. Our aim is to continue this important dialogue in an authentic way.”
Sydney based film director Chloe de Brito, working with photographer Imogen Wilson, collaborated with a local female identifying and non-binary crew, producing the powerful set of video and stills in conjunction with local creative agency Andpeople and production company Entropico. The campaign will be featured in JD Sports stores nationally, as well as across digital and social media throughout March and April.
Speaking on the campaign de Brito says “The video and stills aim to provide a platform for a diverse representative cast of womxn, to explore how they harness expression through movement as a means to drive impactful social and personal change. Our young generations are moving and shaking, challenging the status quo and standing up to say ‘enough is enough’. We’re questioning our past and focusing on our future. We’re moving forward - Watch us move”.
The capsule of adidas “Raise Your Voice” styles worn throughout the creative showcases a carefully curated capsule of designs that dismiss stereotypical ‘feminine’ molds and offering freedom, comfort and confidence for women no matter how they choose to make their move.
