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 which was launched across the region last September 1, 2013 supported by Retail, PR, digital and online activations through the adidas Facebook page. #mygirls for Southeast Asia is set to launch simultaneously in Singapore, Malaysia, Philippines, Thailand, Indonesia and Vietnam.