March 8, 2022

Hyperactive and Adidas build statues for female changemakers

The activation comes as part of Adidas' campaign to launch a new sports bra range.

Hyperactive and Adidas have installed eight statues of female changemakers to celebrate women who are breaking boundaries in the worlds of sport, fashion and culture.

The activity follows research that revealed London has more statues of men (21%) and animals (8%) than it does of women (4%).

As part of the campaign to launch its new Adidas sports bra collection, which tackles the impact of poor support on sports participation and performance, the statues have been placed beside City Hall on the South Bank.

The women who have been made into the 3D artworks are Vivianne Miedema, Arsenal footballer; Eniola Aluko, footballer and commentator; Francesca Brown, footballer and chief executive of Goals4Girls; Ellie Goldstein, dancer and model; Emily Scarratt, rugby player; Tanya Compas, youth worker and activist; Asma Elbadawi, basketball player, poet and activist; and Sherrie Silver, dancer, choreographer and UN advocate.

Each statue was created from a scan that was 3D printed in an environmentally responsible way, using sustainably recycled marine farmed waste plastics from UK oceans. The statues will reside by City Hall for three weeks before being moved to long-term placements with the communities of the women involved.

Interviews and behind-the-scenes videos will be shared by each of the participating women on their own social media channels.

This article originally appeared in Campaign on 18 February 2022.