adidas launches CRAZYCOOL
in-line with the SEA #mygirls campaign
Manila, October 7th, 2013: adidas
proudly presents phase two of the #mygirls campaign in Southeast Asia. Themed
around girls’ passion for running, #mygirls continues the brand direction
refreshed to focus on one key insight – 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.
First launched in September this
year, #mygirls is a successful campaign created by women for women serving to
provide girls with the inspiration, support and motivation to go all in for
their sporting passions.
Similarly, phase two of the #mygirls
campaign will be launched simultaneously across the region – Singapore,
Malaysia, Philippines, Thailand, Indonesia and Vietnam – on October 7, 2013, supported
by Retail, PR, digital and online activations through adidas’ Facebook page.
adidas teamed up with local ambassadors from across the region – Fay Hokulani
(representing Malaysia and Singapore), Karylle (Philippines), Si Phitsinee
Tanwiboon (Thailand), Maria Selena (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.
adidas will be debuting the FW13
CrazyCool Women’s footwear collection through the #mygirls campaign. Being
insanely flexible and incredibly breathable, CrazyCool comes with all-around
360-degree ventilation, a super-articulated and flexible tooling and high flex
midsole to create a dynamic look and fit for the next generation of runners who
value maximum flexibility, breathability and comfort. It also features the COOLEVER mesh, a lining with a
clover-shaped yam, to manage heat and sweat reducing discomfort to increase
performance. CRAZYCOOL will be available in adidas Sports Performance stores on
October
1, 2013 at PHP 5495.
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