With the intent to improve public recognition of sportswomen and inspire the next generation of changemakers, adidas installed eight colorful sports statues devoted to women. The replicas of high-profile sportswomen can now be seen in front of London’s Tower Bridge and they take the form of 3D scans made entirely from recycled marine farmed waste plastics. Notable women depicted include Arsenal footballer Vivianne Miedema and Eniola Aluko, footballer and commentator.
adidas recently dropped its most extensive and size-inclusive collection of sports bras to date, targeting active women who want better support. As part of its commitment to support women, adidas acknowledges that just 4% of London’s public statues are dedicated to women—and animals are even more widely commemorated at 8%.
3D-Scanned Sports Statues
adidas Inspires Next-Generation Changemakers with Statues of Women
Trend Themes
1. Women in Sports - The recognition of female athletes and their contributions as a cultural shift towards gender equality creates opportunities for sports brands to create innovative initiatives, events, and products.
2. Sustainable Sculptures - The use of recycled materials in art and sculptures as a way to promote environmentalism and inspire change can be a new direction for artists and sculptors.
3. 3D Scanning Technology - The use of 3D scanning technology in creating art and sculpture allows greater accuracy and detail, presenting opportunities for innovation in various industries such as architecture and product design.
Industry Implications
1. Sports Apparel - Sports apparel companies can take advantage of the shift towards gender equality by creating more inclusive and diverse product lines for all athletes.
2. Art and Sculpture - Artists and sculptors can embrace the use of sustainable materials and 3D scanning technology to create eco-friendly and highly detailed artwork.
3. Environmental Conservation - The use of recycled materials in creating art can help promote environmentalism and inspire change in various industries such as packaging and manufacturing.