Can the sports brand counter sluggish sales and shrinking market share by reaching more female customers?
This year, in a stark change of strategy, Adidas released a series of videos that offer a glimpse into the lives of sporty female celebrities. Supermodel Karlie Kloss is shown coding, doing pirouettes, and baking cookies. "Creating is delicious," Kloss says, before winking at the camera. DJ Hannah Bronfman goes from surfing to frying up octopus to showing off nail art. Women's NBA All-Star Candace Parker does headstands before hanging out with her daughter in matching pajamas. "My mom is a beast," her daughter Lailaa squeaks at the camera.
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