New Blood Entry — adidas Cosletics

The brief asked us to create a response that would inspire more teenage girls to engage with sport. After some research we realized that girls are not widely encouraged to pursue an athletic career. Instead, mainstream media teaches them that their value is based on how they look. So we thought: “What if Adidas infiltrated the beauty industry to tell a message unlike any other?” We created “Adidas Cosletics”, an exclusive cosmetic product line that is actually sports equipment. Adidas will place these camouflaged goods in NYC’s biggest beauty stores, among real make-up brands. But on the back of each product, girls will be reminded that feeling beautiful is about feeling confident in one’s self… and that sports is the best way to boost self-confidence.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.