adidas Launches CRAZYCOOL for #mygirls

*** Press Release *** 

#mygirls is all in for running

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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adidas Casts a Spotlight on the Passion for Dance

*** Press Release ***

DANCE REVOLUTION:

ADIDAS CASTS A SPOTLIGHT ON THE PASSION FOR DANCE

A sneak peek into the behind-the-scenes action of the dance themed #mygirls campaign for Southeast Asia

Manila, September 15th, 2013: adidas has launched its first Southeast Asia campaign for women, all in for #mygirls. The first phase themed around the girls’ love for dance highlighted the shared passion of dance between girls in Southeast Asia who rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in.

Decked out in bold and playful colours, the behind- the-scenes photo shoot presented the upbeat, unique and energetic nature of the women. The stylish yet comfortable Techfit, CIimalite and Yoga apparel, coupled with the sporty adiPURE and Climacool footwear brought out the sassy and exuberant dancer in the girls.

#mygirls for Southeast Asia was launched simultaneously on 1 September 2013 in the Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam with regional ambassadors - Karylle (Philippines), Fay Hokulani (representing Malaysia and Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia) and Nguyen Thi Kim Dung (Vietnam). This campaign was supported by Retail, PR, digital and online activations through adidas’ Facebook page (www.facebook.com/adidas).

Customers will also be able to get their hands on the Women’s Collection at shop.adidas.com.ph, serving as an online storefront for a wide range of adidas products including exclusive specialty items.

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adidas: all in for #mygirls

*** Press Release ***

all in for #my girls

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.