Peach season arrives early at adidas in latest campaign by tms
It’s peach season at adidas! To promote adidas Optime, their line of squat-proof leggings and shorts, tms conceptualized a playful campaign where adidas Strength Club gets a fruity takeover that taps into Gen Z’s female audience.
To make the campaign come to life, we injected some cheekiness into the visual identity with a peach theme, leaning into the cultural relevancy of the peach emoji seen across social media, especially in the “gymfluencer” community.
Through playful activations, guests are invited to morning glute-burning workouts to “grow their peach” surrounded by peaches at fruit stands. This means getting a peachy start to their day while testing out adidas’ latest leggings and shorts, which keep them covered in any workout routine. The campaign also launches the Optime ‘You’re Covered’ platform through a series of local workouts, allowing attendees to experience the joy, style, and community of adidas training in every aspect of the event.
To bring the peach theme to life, tms created a fruit sticker motif, similarly to those found on real peaches at local fruit markets. Peach stickers can be found throughout the events on exclusive merchandise like water bottles and dumbbells, event props, food labels, and digital invites. Markets will also have the opportunity to invite participants to early morning workouts using local peach seed packets with bespoke Strength Club stickers, adding a unique and interactive touch to the experience. The peach stickers double as digital assets, serving as awareness drivers for local brand and partner channels ahead of events.
It was so great to see such a simple idea come to life in a big, bold, and colorful way. When people are having fun it shows, and we’re delighted to help adidas launch peach season around the world
The campaign is the third iteration of adidas’ broader program, adidas Strength Club, which promotes the brand’s athletic apparel through a series of strength-training specific activations.
The campaign launches in the US this year and is currently running in select markets across the globe, including Europe, Asia, and Latin America.
Learn more about our previous work with adidas, including the client work we executed in 2024, such as the F50 Boot Launch, adiClub Days, and adidas Strength Club.
