Adidas Stresses the Importance of Creativity

I hate working out. I hate it so I don’t do it because I’m very stubborn and I’d rather just walk really fast and be anxious all the time. But! Even if, like me, you’re not a fitness person, you may be now: adidas has come out with a series that kicks off the brand’s Sport16 initiative.

The first chapter is called “I’m Here to Create” and is told through the female athlete’s lens and stars tennis pros Caroline Wozniacki and Ana Ivanovic, WNBA star Candace Parker, Karlie Kloss, soccer prodigy Morgan Brian, DJ Hannah Bronfman, street athlete Robin Arzon, and fitness artist Nicole Winhoffer (whew). Plus more.

“Who I am is not defined solely by what I achieve on the court,” says Wozniacki. “My passions and creativity off the court inspire me to be a better athlete and this film series brings together everything that makes me uniquely me. It is exciting and inspiring to be part of a larger group of women who share the same creative mindset.”

The series is in partnership with 72andSunny and aims to bring to life authentic stories of real female athletes who show how they use creativity to overcome challenges, express themselves and defy the odds. Adidas hopes “I’m Here To Create” will help empower athletes to celebrate those in their lives who’ve helped them push past the norm. It’s also an extension of the three-year plan Adidas kicked off in 2015.

“We are obsessed with the versatile female athlete — women who love sports, make decisions every day to live an active life and are helping to change sports around the world,” said Nicole Vollebregt, adidas Head of Womens’. “In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level.”

You can watch the film series here, and you can blame them — like I do — for your increased interest in working/no longer relying on your workout regimen to be cursing slow walkers when you’re running late for whatever-it-is-you’re-running-late-for-today.

Tags: Adidas, Anne T. Donahue

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