adidas online media release
adidas
celebrates the bonds shared between girls in Southeast Asia with its first ever
regional campaign for women
Philippines,
September 1st, 2013: adidas proudly introduces its first Southeast Asia campaign for women,
all in for #mygirls. The initiative is driven by a refreshed cross-category
brand direction which centres on the key insight that girls in Southeast Asia
rely on their peers and communities as a source of strength and play an
instrumental role in inspiring each other to go all in, whatever their
pursuits.
Created by women for women, #mygirls is
about providing inspiration, support and motivation through the sharing of real
stories of real women through multiple touch points, to encourage Southeast
Asia girls to go all in for their sporting passions.
adidas teamed up with local ambassadors from across the region – Fay
Hokulani (representing Malaysia and Singapore), Karylle (Philippines), Si
Phitsinee Tanwiboon (Thailand), Maria Selena Nurcahya (Indonesia) and Nguyen
Thi Kim Dung (Vietnam) – bringing them together on one social platform to
connect and share their experiences, sporting passions and personal motivations
to spur each other and other girls on in their individual pursuits.
#mygirls
for Southeast Asia kicks off with the release of the Fall/Winter FW13 women’s
training collection. The first phase is themed around the girls’ love for
dance, and the campaign will be launched across the region on 1
September 2013 supported by Retail, PR, digital and online activations
through adidas’ Facebook page. #mygirls for Southeast Asia is set to launch
simultaneously in Singapore, Malaysia, Philippines, Thailand, Indonesia and
Vietnam.
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