Hyperactive / Case Study

Adidas: Support Is Everything

Addressing the imbalance in female representation.


 

Our research found that London has more statues of men (21%) and animals (8%) than it does of women (4%). To adjust the imbalance and push for greater representation, Hyperactive teamed up with Adidas and unveiled new statues of female changemakers; celebrating eight inspirational trailblazers in the world of sport and culture.

The team produced 3D artworks of 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.

The statues were 3D printed using plastic waste retrieved from the UK oceans and were displayed outside London’s City Hall for three weeks.

The activation generated over 250 pieces of coverage in national and international news titles.

  • 1.7M views pieces of content across brand, talent and partner channels
  • 47.4M campaign reach
  • 240,700 engagements