Though a bunch of jerks infamously chased Kathrine Switzer off the Boston Marathon course in 1967, the first officially registered woman to run the race is still just as much of a badass today—making her perfect for Adidas‘ new campaign.
In addition to Switzer, the Fearless AF campaign features an entire fierce coven of lady runners: supermodel Karlie Kloss, ultra-marathoner Mary Keitany, Peloton VP of fitness programming Robin Arzon, all-star runner and coach Jessie Zapo, and Olympic distance runner Jen Rhines.
Adidas’ goal for bringing together these individual powerhouses is to break down female stereotypes and unify women who have forged their own path. And the finished product totally pays homage to the original trail Switzer blazed.
“We’re past the point of empowering women. Women are already empowered. This campaign is about celebrating real women who tackle challenges head on, defy conventions, express themselves, and fuel creativity in the name of sport.” —Alexa Andersen, Adidas
“We’re past the point of empowering women,” Alexa Andersen, category director for women’s running at Adidas, said in a press release. “Women are already empowered. This campaign is about celebrating real women who tackle challenges head on, defy conventions, express themselves and fuel creativity in the name of sport.”
Switzer’s obviously no stranger to challenge tackling: This weekend, 50 years after her historic run, she’s taking on the New York City marathon, fearlessly as ever.
“Only six months after running the Boston Marathon 50 years after I first did it, I’m excited to test my fitness for the fifth time in New York,” Switzer said in the release. “It’s been 42 years since I’ve run here, but as always, I’m in good company alongside other fearless women who continue to break barriers and change the world.”
From Switzer’s mouth to Adidas’ ears: The just-released video for the brand’s Fearless AF campaign (watch below) showcases the badass bossbabes who break social barriers with the ease they break their personal record—i.e., with hard work, perseverance, and no attention paid to BS.
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