Unlike Nike, Adidas was not able to obtain the top, powerhouse women tennis players. They have more of the not as well-known athletes, but it did not stop them from putting their images with the Adidas brand in an attempt to market and sell. In all of the women Adidas ads, the pattern that forms is based off the slinkiness of their outfits. The outfits worn by Nike tennis players look a bit more conservative than the ones we see for Adidas, which gives the viewer an idea as to what the brand really wants to focus on.

Maria Kirilenko is shown in a short, ruffled skirt and tank top, but one that shows her bra in the back. With this outfit and look she is creating a scopophilia moment by asking all men to look at her body, not her tennis skills. A typical sports depiction shows that she is in shape and not overweight allowing her to come off as more attractive to male fans. "Thin persons are often stereotyped by the population at large and in the media as honest, disciplined, neat, socially attractive, and likely to do productive work, relative to heavier persons" (Peterson and Xu 188). This quote illustrates how our society does perceive the more attractive women to be the slender and thin cut as opposed to a curvier and weight bearing individuals. Would this ad still be seen as a spectacle if it were not a sexy, blonde bombshell of a tennis player? The only way to find that out is by asking a man, the one who gazes. However, it is so much more complicated than that because there are a variety of factors that go into the creation of the advertisement and the intended audience to target with the ad.

By choosing to have a front and behind view of Kirilenko, Adidas attempts to not only sell their product, but sex as well. Over the course of time, our society has exposed more of a woman's body than we saw before. "If we examine US history, we find that exposing parts of the body was once viewed as unacceptable because it was associated with lewd or inappropriate conduct. But as time passed, society came to accept the display of skin" (Lysonski 117). If a woman does not show skin then who will want to look at her. By revealing skin, she is luring people, especially men, into looking at her. Men do not want to buy women's clothing, but they want to buy into the athlete that is modeling for Adidas. In the men’s advertisements we saw that both companies were trying to get people to buy into their clothing and brand by their determined way of depicting the male athletes. On the other hand, the women do not come off as having that determined expression because we see them as spectacles instead of sellers.

A trend that is seen in the Adidas ads is the importance of focusing on the outfit of the player opposed to the skill or shot she is partaking in. In this ad of Caroline Wozniacki, we see the focus on her apparel and her stance. She has been given the nickname Miss Sunshine, which plays into her identity of being a beautiful, blonde tennis player. Her outfit is a black, ruffled skirt and lime green tank top which helps catch the eye of the viewer very quickly. Someone flipping through a magazine or driving past a billboard would be involved with salience with this advertisement because the colors make it flashy and something nice to look at. Wozniacki is signifying that she is a tennis player with her holding the racquet and the tennis balls that have been placed to the left of her body.

The way she is looking away from the viewer plays off the innocent role of, I'm only here to endorse a product and play tennis, a typical response that might be generated from Miss Sunshine. She or the other women tennis players that are modeling for Adidas' campaigns may not see themselves as coming off sexy. Instead to them they are viewing it as the best way to sell the product at hand that correlates with the specific advertisement. The point of view in this ad is not a concern because Wozniacki is looking up at the sky and creates a mystery for the viewer. We are unaware of what she is so focused on or at, it is obviously taking her away from her tennis game because she is in such a deep stare. This pattern of the women not actually participating in tennis shots while they are on an advertisement is different from the masculine, athletic positions we see from the men.