 Models wear trendy sportswear from adidas' spring/summer 2009 collection with its new campaign philosophy "Me, Myself," in which women are encouraged to be healthy,happy, fit and be true to who they are. / Courtesy of adidas |
By Cathy Rose A. Garcia
Staff Reporter
Impossible standards of beauty continue to be foisted on young women today. Flip through any fashion magazine, and you'll find super skinny supermodels on almost every page. Not to mention on billboards, on television and movies and the Internet. Young women feel pressured to live up to this standard of beauty, often to the detriment of their mental and physical well being.
Instead of pressuring women to conform to this impossible standard of beauty, sportswear giant adidas wants to inspire women to be themselves.
With its new campaign philosophy, ``Me, Myself,'' women are encouraged to be healthy, happy, fit, full of life and be true to who they are. It celebrates women's individuality, confidence and motivation.
To launch the ``Me, Myself'' campaign in Korea, adidas staged a unique fashion show featuring its spring/summer women's wear line at Kring, Daechi-dong, southern Seoul, Wednesday. Korean celebrities like singer Solbi and girl group Afterschool were spotted at the event.
At the fashion show, fitness buffs demonstrated various kinds of activities like aerobics, dance, yoga and jump rope, while wearing adidas' newest line of sportswear.
After the fitness demonstration, models walked the runway wearing key looks from the spring/summer collection lines, adilibria, Clima 365, Yatra and Techfit Powerweb Yoga.
Unlike in most fashion shows with gaunt-looking models, the adidas models were healthy and glowing. They showed that women could look stylish while working out at the gym, doing complicated yoga moves or swimming in the pool.
Women can go to the beach in the sporty but cute two-piece adidas swimsuits. It comes in a black two-piece swimsuit with the distinctive adidas three stripes, or with white swimsuit with feminine floral prints.
Adidas' hooded jackets and track pants in red and black are comfortable but fashionable enough to be worn when hanging out with friends.
The worldwide ad campaign features ordinary women, alongside sports stars like Serbian tennis player Ana Ivanovic, American basketball star Candace Parker, Mexican taekwondo athlete Iridia Salazar and Japanese beach volleyball player Miwa Asao.
``The new adidas philosophy of `Me, Myself' is inspiring to me because it shows women as individuals; that we are all athletes in our own right and that we all have things that we do differently whatever level of athlete we are,'' Ivanovic said in a statement.
The ``Me, Myself'' campaign features honest, intimate portraits of young women, showing them in their daily lives while participating in fitness or sports activities.
``The spirit and heartbeat of 'Me, Myself' is about shifting the emphasis and importance very clearly and decisively onto the woman herself,'' the company said.
Adidas also introduced the new adidas women's Web site. Women can browse through the different styles and items in the collection, personalize the colors and mix-and-match the outfits.
cathy@koreatimes.co.kr
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