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ODG designs adidas’ Bra Revolution in Dubai

27 Apr. 2022

Award-winning design consultancy, ODG designs “BRA REVOLUTION” at the Dubai Mall flagship store and at the Mall of the Emirates Women store.

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Dubai, 04/03/2022. With women’s needs being historically underserved when it comes to sportswear designed for the female form, today adidas unveils its extensive new sports bra collection after undergoing extensive research, development and multiple testing stages. With studies showing breasts can undergo damaging skin stretch without the right bra, and widespread dissatisfaction amongst every day and elite athletes that is hindering performance and participation in sport, the collection comprises of 43 new styles across 18 product franchises.

adidas is committed to driving its innovation forward to better serve the needs of female athletes, making their impossible possible in sport. As part of this, adidas worked closely with ODG, part of Altavia Group, to design the global launch activation of this new product campaign “BRA REVOLUTION” at the Dubai Mall flagship store and at the Mall of the Emirates Women store.

From the initial meetings to discuss the brief, it was clear the mindset shift that adidas wanted to achieve with this activation. An activation that brings all women together to celebrate the different forms, sizes and shapes. Making them believe in change. Letting them feel supported, heard and understood. Therefore, the design itself had to combine power and performance with style, where body moves are seen as fluid motion.

“In conceptualising the activation, the bra itself played a lead role in defining the form factor of the space. Focus was given to soft forms and shapes, creating an organic installation where materiality was used to represent inclusivity, femininity and power.”, says Talar Bardakjian, Creative Director at ODG.

The design extends across the entire store, from the entrance all the way to the bras and tights product display section, to finally conclude in the fitting rooms, where motivational quotes are alternated with inspiring photos of strong women and call to actions that speaks of bringing all women together, to celebrate all forms, shapes and sizes.

About ODG: ODG is an award-winning design consultancy with headquarters in Dubai. We are part of Altavia Group, the first independent global network dedicated to Retail Marketing Services, established in 1983 and with offices in 45 countries.

With over 15 years’ experience, ODG offers a complete range of services from intelligence, branding, design and digital solutions to project management across different verticals such as Retail, Real Estate, F&B, Beauty and Fresh products. ODG's client base is truly diversified. In fact, it operates its strategic and design consultancy to global brands, retailers, shopping malls, hospitality groups, real estate developers and concession operators amongst others.