SO,

GIRLS LIFT WEIGHTS ON THE TUBE?

CAMPAIGN
MAY 2019
Context

Adidas has recognised that, in cities, over 50% of girls don’t play competitive or individual sports and over 25% stop playing sport between the ages of 14-17. Some sports are particularly struggling for female engagement and don't have enough funding to continue, so I chose to look at Weightlifting.

Approach

Ladies Lift London is an event that will run to kickstart girls interest in weightlifting by getting them to 'train on the train'. Adidas and Transport for London team up to strip and kit out specific tubes with gym equipment, just for women.

A rough sketch of how old tubes could be transformed to have a new purpose - by becoming places for women to train on the go or even learn new techniques/moves.

Experiment with a stop-motion woman performing a snatch.

SO,