Mirabai Chanu to promote a new ‘period-proof tights’ campaign by Adidas
27th August 2021, Mumbai:
India’s weightlifting champion Mirabai Chanu has been named as the brand ambassador of sportswear brand Adidas for its new ‘Stay in Play’ campaign in India to promote its ‘period-proof’ tights.
Chanu launched Adidias’ new ‘TechFit Period Proof’ tights, which feature an absorbent layer to help protect against leaks for women training in sport whilst on their period. Chanu was also presented with a customized pair of weightlifting shoes at the Adidas promotional event.
Watch YouTube: https://www.youtube.com/channel/UCnQ6v9wBHyOlRPSDgJMsJaA
Adidas carried out two years of product development for this new launch. The brand said it found teenage girls are dropping out of sport at an alarming rate, with one of the key reasons being fear of period leakage. Using these insights, the brand set out to create a product that helps athletes stay in sport throughout their cycle by giving them an added layer of protection. The collection has been launched in select Adidas stores across the country as well as online.
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