adidas Strength Training Program — 8-Week Beginner Series

To drive monthly active users in the adidas Training app and make strength training more accessible to beginners, especially women we conceptualised an 8-week program designed to build confidence, proper form, and consistency from home.

Strength training is often perceived as intimidating, gym-centric, and male-dominated. Our approach flipped that narrative, putting female strength front and centre with adidas coach Francheska Martinez leading the way.

Alongside the program, we overhauled the whole in-app exercise library capturing over 800+ strength exercises as clear, instructional building blocks for guided and custom workouts.

Confidence starts with access. Strength follows.

Creative Lead: STUDIO BORG
DoP: Matthias Helldoppler
Photographer: Theresa Kaindl
Brand Designer/AD: Sean Tucker
Brand Designer: Daniel Blumauer
Brand Designer: Katrin Brandstätter
Video Editor: Hanan el Sukhon
Video Editor: Melanie Höllerbauer
Video Editor: Mariana Fabre
Copywriter: Emily Lemon
Sportscientist: Hana Medvešek, Jamie Judge, Christina Rittchen.
Producer: Abdulrahman Ahmed