Clubhouse Studios has delivered end-to-end strategy and creative to content and digital production for adidas' Statement Collection, a continuation of adidas Women's strategic direction to be the first co-created women's sports brand. The campaign features Dua Lipa, Karlie Kloss, Shay Mitchell, Hannah Bronfman and Garbiñe Muguruza to cement adidas Women's authority at the intersection between sport and cultural fitness.
The creators showcase the diversity of what it means to be a female athlete. They tap into performance, music, style, innovation, entertainment and culture, to transcend traditional fitness and capture the diversity of an audience that value influences beyond sport performance.
Clubhouse delivered five shoots in three cities, with a collective of relevant collaborators both in front of, and behind the camera. Notably, Jaws Nelson contributed as movement director whilst being an ambassador for the collection in her own right.
A raw, powerful and minimal aesthetic was chosen to bring out the vibrant hues and standout prints featured on the sportswear and let the impact of the talent land through the visuals. The styling, forms and mood capture the power women create in their workouts.
As well as the content, Clubhouse Studios delivered all the campaign's touchpoints from in-store, interactive eComm landing pages and even a Dua Lipa gig in London. This full service delivery allowed Clubhouse to ensure every touchpoint worked in unison to present consumers with a consistent and relevant message.
"Over the past four years, we've worked with adidas Women to champion female creativity," explained Will Orrock, Managing Director of Clubhouse Studios. "Our role has been to not only work with adidas Women to set a direction and end goal, but to also create a model that means we can collaborate with the most relevant creators out there. The adidas Statement Collection is no different.
"The neat part of this campaign is how all that content fuels a series of touchpoints that ultimately allow women to buy the collection without that all too familiar lull at the point of transaction. It's that feeling of seeing something you're into either online or out and about but then hitting a dry transaction that we've strived to avoid.
"Across the world we've ensured that in-store activations align with a local markets' social content and shoppable eComm pages are localised to feature the content you would've just seen on a social channel. Everything is working together to create a smooth and enjoyable journey."
Photos: Courtesy of Clubhouse Studios