2022
In 2022 adidas launched an innovative sports bra collection, the biggest of it’s kind with bras for every shape and size accounted for. To launch this globally, a provocative asset was shared featuring the bare chests of 25 women anonymously.
At the time, on Twitter (now X), a Christan hate preacher was gaining traction for a misogynistic open letter on what women shouldn’t wear. Identifying an opportunity to reaffirm our support for women, I quickly ideated a response and posted this from the adidas UK account which gained significant traction.
The ensuing post was reported by media internationally, and the quote tweet of this post garnered higher performance than the original brand campaign launch. Quick thinking allowed for our brand campaign hashtag #SupportIsEverything to trend past the initial forecast.