ADIDAS GETS IN THE GAME
To counter shrinking market share, the athletic-wear giant is betting on women.
In a recent series of videos for Adidas, supermodel Karlie Kloss bakes, codes, and practices ballet. Yoga instructor Adriene Mishler takes viewers behind the scenes of a video shoot. DJ Hannah Bronfman goes surfing, boxes, and fries octopus. The lifestyle-meets-athletics campaign, tagged “Here to Create,” represents a change of strategy for the company, which has traditionally relied on ads that feature professional sports figures, usually
