adidas | I GOT THIS | 2016
A body trained to perfection looks genuinely godlike, no exaggeration / adidas Training "I GOT THIS" Nana Eikura
Nana Eikura's trained body is godlike without any exaggeration, and the film makes you want to start training yourself, whether you like it or not.
The problem
Nana Eikura became adidas's training ambassador in 11/2015, and from 1/2016 she appeared in a campaign carrying the message "I GOT THIS" (you can still go further, you can still do more). Eikura started training because of her role in the "Library Wars" film series, and through it she says she discovered a strong feeling: "believe in your own potential" and "want to push past your own limits."
The insight
The campaign focuses on the hardest, most painful moment of a workout, showing someone pushing through that moment by leaning on the words "you can still go further, you can still do more." Together with a new style aimed at women, a bra and tights look, it seems the aim was to show the appeal of women who throw themselves seriously into training.
The idea
The film captures Eikura's finely trained, supple body as she pedals a training bike, and the moment sweat bursts out as proof that she's challenging her own limits, cutting out a portrait of a tough woman. Showing her taking on her limits head-on in sports bra and tights gives the film its intensity.
Afterthought
That godliness still gives me chills no matter how many times I watch it. Its power to make you think "let's train" is overwhelming, and I think it was a moment where the brand and the talent lined up perfectly. I was already writing back then about how good adidas had been lately, but both the decision to choose Nana Eikura at that point in 2016, and the disciplined way she herself approached training, live on in this footage. Can't wait to see how it stacks up against Nike.
