Adidas
— Sorry bra
Every woman is different and deserves the equipment that suits her. This idea is at the heart of Adidas "Support is Everything" campaign. To spread its message and go further in supporting women in sport, Adidas decided to launch 43 different models of bras adapted to a diversity of morphologies like never seen before.
UZIK strategically repositioned its campaign in France, shifting the focus from a global, broad approach to a targeted campaign aimed at women, effectively engaging and empowering them to take charge of the subject matter.
This gave rise to the "Sorry Bra" campaign, featuring a creative concept of offering sincere apologies on behalf of the industry for the delayed availability of inclusive bras. Sorry Bra is a playful nod to the popular male expression "Sorry Bro" commonly used on social media and within our target audience, feminizing it to connect with women.
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Key visual — Photograph by Sophie Ebrard
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Key visual 2 — Photograph by Sophie Ebrard
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Sorry Bra campaign key visual 3 and letter — Photograph by Sophie Ebrard
Outcomes
2.7 M
INSTAGRAM TOTAL GENERATED LIKES
2
GRAND PRIX STRATEGIE INFLUENCE (GOLD) + SPORT (BRONZE)
15.6%
TIKTOK AVERAGE ENGAGEMENT RATE
20+
PR & SOCIAL MEDIA RELAYS
Product samples
Adidas collaborated with UZIK to execute a gifting campaign targeting athletes and influencers, aiming to apologize for the oversight in addressing the issue of bra sizes in the past. By sending out personalized product packages, they conveyed their sincere regret and commitment to rectifying the situation. This strategic initiative not only acknowledged the importance of inclusivity but also sparked conversations around the topic, breaking new ground in the industry.
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Apology letters accompanied product samples, reaching out to a community of athletes and influencers. #SorryBra #AdidasParis.
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The package included a properly-sized bra and a tote bag with the "Sorry Bra" slogan.
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Along with that, a t-shirt from the #SupportIsEverything campaign.
Social media
An open letter was posted on social media, apologizing to all women for the delay in addressing the topic. Personalized letters were sent to athletes and sports influencers. The campaign generated significant media attention, bringing awareness to the issue and offering a solution for those already aware.
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Women influencers, like @marinelbars, were selected by UZIK to relay the campaign on Instagram and TikTok through sponsored posts, stories but also organic content based on the seeding they were sent.
Event
Influencers and Parisians were invited to experience the product firsthand during a live sports event, which was later extensively shared on social media. They had the unique opportunity to witness the diverse range of models, representing various body types and promoting inclusivity, showcasing the extensive development efforts. Alongside this, they actively participated in testing sessions led by experienced professional coaches, ensuring the product's performance and suitability for different athletic activities.
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World fencing champion Ysaora Thibus participated in the product test session.
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A special scenography dedicated to showcase the various uses of the adidas bra collection.
Team
Etienne Bardelli
Art director
Romain Clabaut
Art Director
Xavier Devaux Landragin
Creative director
Clémentine Gravis
Group manager
Angela Grel
Copywriter
Frédéric Lohnert
Senior strategic planner
Ambre Maille
Project manager
Antoine Mariani
Account director
Delphine Rémy
Strategic planner
Manon Seimandi
Art director
Jean–Baptiste Sinniger
Creative director
