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It may have been an unexpected sight to some when 72andSunny rolled out the latest commercials for Adidas, featuring more than a dozen women—including famous faces like socialite Hannah Bronfman, basketball star Candace Parker and supermodel Karlie Kloss. While it's certainly not—or shouldn't be—a novel move to produce 13 ads centered around the athleticism of a group of women and how it plays into their daily lives, the effort actually embodies a major shift happening in marketing when it comes to gender—in regard to whom brands are targeting and how they're doing it.