The norms of today's society are much unlike the norms from 30 years ago. Today's young professionals are carrying more debt than their youthful predecessors, and studies show that — monetarily at least — the previous generation was better off than the current one. People are getting married later in life, or not at all. More women are going to college, and in higher education women are outpacing men at a rapid pace. There are more woman-led households, too.
These changing demographics are important.
With people getting married later in life (or not at all), it is easy to see why fitness and leisure activities are experiencing growth. With no families and "extra" income, people need things to do. With less people in the workplace and added responsibility, people need outlets to relieve their stress. Fitness and leisure activities are the natural sector to fulfill those needs.
Women are new (societally speaking) to stress in the workplace. As many climb the corporate ladder, these women are facing many trials and tribulations in order to be successful. Also, these women who are married (or not) may have extra income to take elsewhere.
Adidas recognized the opportunity.
Fitness brands with women-specific ads are nothing new. Yes, with some of the fitness-related clients we work with, the majority of their membership seems to be women. But the new ad Adidas put out is a little different.
Watch it below:
See the difference? The ad is looking to empower women all across the world; different backgrounds, country origins, and type of activity. In the ad you have the swimmer, the futbol star, the cyclist, and the boxer — several sports that typically are not shown as "feminine." Adidas, in the ad, is showing that it supports the efforts that all these young women are striving for. That's a powerful message.
Adidas is attempting to position itself in the women's corner. So far, it is doing a good job.