Barbie ferreira
Barbie ferreira
We usually follow Adidas closely and we like to find out about their latest campaigns and news. Now, the firm has just launched the new Icons of Tomorrow campaign for its Adidas Superstar model and it is not without controversy. Barbie Ferreira is one of the images in the campaign, but if you want to know why she got involved, keep reading …
Khalif
Khalif
For this new campaign, Adidas has brought together a group of young people from the world of sports, music or photography who do not comply with the canons established by society and who fight for gender equality. In the image we see rapper Khalif, one of the protagonists of the campaign but there is still more …
The photo of discord
The photo of discord
Arvida Byström is a Swedish-born photographer, model, and artist known for her fight for women's rights. Little does the artist's resume "matter" since it seems that what has attracted the most attention in the campaign images have been her legs. Why? As you will see, Arvida appears with her legs without waxing … so what ?!
Rachelle vinberg
Rachelle vinberg
Criticisms of the campaign or specifically of the image you just saw, have not been long in coming. There is a large sector of the population that seems to understand that what is out of the ordinary does not have to be bad or weird. So if you want to wax, wax. If not, don't do it. It seems more important to us to be inspired by such interesting characters as the skater Rachelle Vinberg.
Xiuhtezcatl Martinez
Xiuhtezcatl Martinez
Having characters for the campaign who are doing so much for society and who rarely have the impact they deserve seems like a great idea. Xiuhtezcatl Martinez is a climate activist and hip hop singer who uses music to speak about the state of planet earth.
Madam gandhi
Madam gandhi
Madame Gandhi is an electronic music artist and activist who tirelessly supports female voices within the music industry. Another example to follow. At Clara we want to break a spear in favor of free will and we advocate for freedom of expression in any of its forms, including personal image. And what do you think?
Adidas is, without a doubt, one of our favorite sneakers and casual / sportswear brands. That is why we usually keep track of them closely and we like to find out about their latest campaigns and news. Now, the firm has just launched the new campaign for its Adidas Superstar model and it is not without controversy.
To do this, it has brought together a group of young people from the world of sports, music or photography who do not comply with the canons established by society and who fight for gender equality. Thus, in the Icons of Tomorrow campaign we find the activists Xiuhtezcatl Martinez or Madame Gandhi, Barbie Ferreira –the latest and inspiring curvy muse–, the rapper Khalif, the skater Rachelle Vinberg and, the one who has caused the most controversy, Arvida Byström.
The Swedish-born photographer, model and artist is known for her fight for women's rights and feminism. Little does "matter" the artist's curriculum, what has most attracted the attention of the images of the campaign have been her legs. Why? As you will see in the next photo, Arvida appears with her legs without waxing.
A natural and open beauty that has captivated Adidas and, to be honest, us too. Although it is true that as soon as we saw the image, it caught our attention, even some faces of astonishment were seen in the newsroom, shortly after her legs became something merely anecdotal of the campaign.
"What I really want to achieve is that young women do not feel that they have to change to do what they want to do" - Barbie Ferreira.
And although the critics have not been long in coming, there is a large sector of the population that seems to understand that what is out of the ordinary (or what they have made us believe is "normal"), does not have to be bad or weird. So if you want to wax, wax. If not, don't do it . In Clara we want to break a spear in favor of free will (it would be missing more!) And we advocate for freedom of expression in any of its forms, including personal image.
In the following video you can learn more about Arvida. How about?
The campaign seems to us a success and the Superstar Bold model (the one that Arvida wears), a marvel. The iconic model features a 90s-inspired platform design and everything comes back! The golden details and the mythical rubber toe cap make us crazy.
