U.S. Olympic Skiing Golden girl Mikaela Shiffrin is back in her sponsorship bag, as it appears her recent poor performance in Beijing isn't affecting her side gigs. The 26-year-old joined Adidas Women's new campaign for an all-inclusive Sports Bra that fits about 24 different bra types. She featured her mother in her video montage talking about Support.
See the video below.
Mikaela Joins The Adidas Women Support Campaign
Some things never change no matter the circumstances, and one of those is Mikaela's abs. The athlete flaunted her shredded abs underneath the Adidas Women sportswear set featuring high-rise leggings and a sports bra. Mikaela performed some of her daily exercise routines, from weightlifting to pull-ups and high knees, all set to flex her muscles and demonstrate the efficiency of the new collection.
What Does Support Mean To You?
Mikaela's campaign highlights her mother's influence through the years, from her first ski training to her multiple World Cup wins. At first, she opens with contemplation on what her mother does then modifies the thought into what she "doesn't/wouldn't" do to support her.
"*Support is Everything*I think the question is less about what my mom does to support me and more what *doesn’t* she do to support me."We saw her mother in action during the Beijing Olympics when she wouldn't let harsh reporters interview her daughter anymore after a disappointing finish. Mikaela concludes her musings saying,
"Everybody needs support. Especially as an athlete…I would absolutely not be here without the support I’ve gotten. 🤙."Adidas Partners With The University of Portsmouth
According to WWD, Adidas Women partnered with the University of Portsmouth to create its new sports bra collection. As an independent research institute focused on breast biomechanics, the United Kingdom tertiary institution provided research materials worth years of study to the German sportswear brand.
Drawing inspiration from these materials, the company guided against the common problem of unsupported breasts during sports.
Adidas Faces Backlash For Support Campaign
Adidas Women received flak for its explicit campaign four weeks ago when it first released pictures into the market. Many people called out the brand's shocking attention-grabbing style though its campaign notes explain the reason behind its choice.
Adidas Women released this statement in its campaign caption, saying,
"Support means something different to us all, because support is personal. That's why as part of our commitment to support women however we can, we redesigned our sports bra collection to cater for more women, more bodies and more sports." ]]>The Inquisitr
