Here come the girls – Adidas launches new “My Girls” Initiative

Adidas has this week unveiled a new cross category brand direction, which aims to celebrate the bonds between women and how they help to encourage each other.

Looking to boost the worldwide love of sport following a sensational 2012, the new campaign, entitled “all in for #mygirls”,  uses social media to offer a platform for like-minded females all around the world to connect to each other to share their love of sport and motivate one other to achieve their goals.

The site itself resembles a Storify or Pinterest-esque layout, with new kit, inspirational videos and stories submitted by writers or bloggers. Top of the list at the moment are features on Brazilian divers, the Jordanian National Boxing Team, and Nigerian footballers, all of which are worth a look. You can sign up to receive regular updates and offer directly from the webpage.

An “all in for #mygirls” television commercial is set to air in Russia, Korea and China with TBWA, as well as a digital magazine on, with additional social media power on Twitter and Instagram.

Here’s the video – let us know what you think!

Source: The Drum


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