adidas 'sorry not sorry'
We showcased that women should be unapologetic of who they are and what they can do.
Leveraging the biggest women’s sporting event on the planet—The World Cup—we launched “Sorry, Not Sorry,” a campaign rooted in the idea that women’s soccer isn’t asking for recognition; it’s taking it.
This campaign serves as a rallying cry, rejecting conformity and making space for a new generation that’s doing things their way.
Delivered a bold :30 sec spot during Women’s World Cup broadcasts.
Expanded impact with OLV and platform-specific social content.
Was supported by a series of community brand acts where Adidas donated time and funds to inspire and empower young girls to stay in the sport.
The Women’s World Cup was the ultimate stage to spotlight the power of women’s sport. Adidas wanted to break through with an inspiring story featuring Ashley Lawrence—one that embodied its Impossible is Nothing mindset and celebrated her relentless training, preparation, and journey.
Art Director Ilana Gotz
Photography Kate Dockeray
