According to Adidas, “diversity isn’t a box to check, it’s our secret formula for inventing the future of sport”.
This ideology has been evident in Adidas’ recent global campaigns, ‘Calling all Creators’ and ‘See Creativity’. Both campaigns feature, celebrate and empower diverse voices by championing the message that one must look beyond gender, colour, and background to appreciate creativity. Celebrities and models of various ethnicities and races are depicted as role models providing valuable representation in the sports industry.
During their New York Fashion Week outing this year, Adidas presented its Originals collection with more than half of the models being of non-Caucasian ethnicities in order to promote inclusive athleisure. The models represented everyday women, with one of them in a hijab.