Sports brand Adidas has launched “#FasterThan” campaign to celebrate the women in sports and inspire other women to participate and celebrate sports in their daily lives, the company said in a statement.
With this campaign, the brand aims to highlight the inspirational stories of real women, influencers and athletes from different age groups and fields through the medium of a film, said the company. For this campaign, Adidas has collaborated with Padma Shri awardee Saikhom Mirabai Chanu, who holds the title of world champion in weightlifting, Himanshi Goyal, a proponent of body-positivity, and Nishriin Parikh, a 53-year-old professional body-sculptor.
“In our society, weightlifting has always been perceived as a male-dominated sport, it took a lot of courage to break this stereotype. My success at the international level clearly showcases that sport doesn’t care about gender or stereotypes and for me FAST is all about pushing my limits and unleashing my potential in the quest of becoming the best,” said Chanu, at the launch of the film.
The campaign reframes ‘Fast’ away from the traditional concept of speed, towards that of a personal feeling and empowerment of being faster than challenges that might hold one back from fulfilling their potential.
“At Adidas, sport is in our DNA and we believe that ‘Through Sports, we have the power to change lives’. As part of our 2020 strategy, we will be focusing on ‘Women in Sport’ to inspire more women in India to take to a healthier life through sport and fitness. We feel sport doesn’t discriminate between genders and the playing field is the same for all. ‘Faster Than’ is the extension of this thought, bringing it to life by focusing on three inspiring stories to break various stereotypes,” said Manish Sapra, senior brand marketing director, Adidas India.