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Iris > 实例探究 > 打破刻板印象：阿迪达斯推出全女性演员阵容的 Predator Edge

打破刻板印象：阿迪达斯推出全女性演员阵容的 Predator Edge

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适用功能
  • 销售与市场营销
关于客户
客户是知名运动品牌阿迪达斯。
挑战
认识到女子足球中的刻板印象和不可能，我们面临的挑战是推出全女性阵容的阿迪达斯 Predator 足球鞋品牌。
解决方案
解决方案是将女明星置于比赛的最前沿，打破刻板印象，并将 Predator Edge 靴子定位为变革推动者。该活动由温迪·雷纳德 (Wendie Renard)、托妮·杜根 (Toni Duggan)、克里斯蒂安·恩德勒 (Christiane Endler) 和艾比·达尔肯珀 (Abby Dahlkemper) 等明星主演，大部分由女性创作者制作和运营。
运营影响
  • The launch of the Predator Edge with an all-female cast was a significant operational success for Adidas. It marked a shift in the narrative of women's football, breaking stereotypes and positioning the Predator Edge boots as a change agent. The campaign was also a testament to Adidas' commitment to inclusivity and diversity in sports. By ensuring that the campaign was largely made and run by female creators, Adidas not only highlighted the growing influence of women in football but also set a precedent for other sports brands. The campaign's creative approach, combining 2D and 3D work, also added a fresh perspective to the Predator brand.

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