This season, Adidas celebrates the intrinsic power of female creativity, identity, and movement with the launch of ‘Watch Us Move’ — a long-term, brand-wide, campaign that has been created to better support all women by championing freedom of expression.
Inspired by the multiplicity of perspectives brought to the table during an extensive listening and research process, ‘Watch us Move’ is all about uniting women: everybody, every race, every creed. While the campaign is incubated throughout the Adidas brand, the Adidas Originals “R.Y.V.” collection has been specially designed to encourage the movement of all kinds, from the studio to the sidewalk, and everything in between.
Blurring the lines between lifestyle and performance, the collection features a variety of pieces including tracksuits, tank tops, gym bags, and swimsuits, as well as carefully crafted updates to iconic adidas silhouettes: The Forum FSH W, Forum Plus W, Ozweego W, Choigo W, and Superstar W. Premiering alongside the launch of the collection is a bold campaign that champions freedom of expression for all women. Starring two Berlin-based creators, roller skater Olumi Janta and multidisciplinary dancer Lucia Leonce, South-Korean pop-group Blackpink, and London-based dancer Megan Charles, the energetic campaign is a rallying cry for all women to own their world and “Raise Your Voice”
The adidas Originals ‘R.Y.V.”’ collection will be available from 15th March 2021 at adidas.co.za and at adidas Originals stores. Follow the conversation @adidasZA on Instagram using #adidasRYV #watchusmove.