creative strategy / research
Yoga as a practice connects the mind, body, spirit and earth, and unites communities both close and far. It’s pure, all inclusive and doesn’t discriminate. However culturally that’s not currently true, mis-representation and segregation within yoga is a real problem and goes against it’s very meaning.
I collaborated with ClubHouse London to develop a creative strategy for the Adidas Yoga Wanderlust 2019 collection launch that helped to change the mis-representation of yoga at a global level by joining the conversation that’s already happening at a community-level.
We celebrated the stories of the amazing people already out there and worked with them to spread the message.
Yoga belongs to everyone and to no one. It brings people together, connects them with themselves, each other and the earth. Yoga is beyond borders.
The women of the campaign were also invited to share their stories of connection with the outside world on a podcast series created in collaboration with Stance.
Adidas Women - Connected by Yoga
Photography by Emily Knecht.
Motion by Erynn Patrick.
Featuring Avery Kalapa, Abi Nolan, Sinikiwe Dhliwayo, Tie Simpson and Alli Simon.
Podcasts by Stance Podcast.