# Skin-Peeling Sportswear Ads The Rademar Campaign Sends a Positive Yet Gruesome Message By Meghan Young | Published 2013-07-09 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/rademar-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/rademar-reveal-your-inner-athlete/) & [rademar.ee](http://www.rademar.ee/) The Rademar campaign might be more than a little disturbing, but the imagery gets its point across loud and clear. The models surreally pull back their skin to reveal [running shoes and other sportswear](https://www.trendhunter.com/trends/puma-southeast-asia) underneath. The [print ads](https://www.trendhunter.com/trends/legitimate-you) read, "Reveal your inner athlete." Going for a bit of shock value, the clever concept will surely capture people's attention instantly. Conceived and executed by Tabasco, an ad agency based in Tallinn, Estonia, the Rademar campaign was art directed by Kerstin Raidma with creative direction by Indrek Viiderfeld, illustrations by Kerstin Raidma and photography by Kalle Veesaar. Focusing entirely on the [ripping of flesh](https://www.trendhunter.com/trends/devoured-campaign), it really shows how much people are gravitating towards the gruesome, as evidenced by the increasing number of zombie, vampire and other monster movies and shows. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 54% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### Why This Trend Is Growing - **Graphic Sports Advertising:** Disruptive innovation opportunity: Exploring unconventional and attention-grabbing ways to promote sportswear brands. - **Shocking Imagery in Marketing:** Disruptive innovation opportunity: Utilizing provocative and impactful visuals to capture audience attention and convey brand messages. - **Body Transformation in Advertising:** Disruptive innovation opportunity: Using visual metaphors of body transformation to convey the benefits and capabilities of a product or service. ### Industries Being Reshaped - **Sportswear:** Disruptive innovation opportunity: Incorporating innovative advertising techniques to promote athletic apparel and footwear. - **Advertising and Marketing:** Disruptive innovation opportunity: Pushing the boundaries of traditional marketing campaigns by incorporating shocking and thought-provoking imagery. - **Creative Agencies:** Disruptive innovation opportunity: Leveraging unconventional concepts and visuals to create impactful campaigns for clients in various industries. ## Related on Trend Hunter - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Sneaker-Stealing Campaigns](https://www.trendhunter.com/trends/rob-it-to-get-it.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md)