Adidas names Mirabai Chanu as face of 'Stay in Play' campaign

By

Isabelle Crossley

Published
Aug 26, 2021

Sportswear brand Adidas has partnered with Indian weightlifting champion Mirabai Chanu and named her as the face of its new ‘Stay in Play’ campaign in India to promote its ‘period-proof’ tights.

Chanu, who recently won a silver medal for weightlifting at the Tokyo Olympics, is Adidas’ latest Indian brand ambassador and launched the brand’s 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, who hails from Manipur, was also presented with a customised pair of weightlifting shoes at the Adidas promotional event, she announced on her Facebook page. 
 
“It is our commitment to revolutionise our product offering and services to better support the needs of our diverse women community,” Adidas India’s senior brand director Sunil Gupta, the Press Trust of India reported.

“Our ambition with this product is to keep women in sport by giving them the confidence to train during their period.”
 
“I am thrilled to see the products which will help girls break barriers and be in action,” said Chanu. “The desire to stay in play no matter what the situation has always been my priority.”
 
Adidas carried out two years of product development for this new launch, it said in a statement. The collection is designed to enable girls and women to continue to engage in sports throughout the month and the line has launched in select Adidas stores across the country as well as online.