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Adidas unstoppable in its pursuit of women’s market

Following on from its “all in for #mygirls” campaign in 2013, adidas has set out to inspire and engage women with a new rally: “Unstoppable with #mygirls”.

Since the first campaign, adidas has been part of an unrivaled movement to ignite women’s interests in sports while encouraging them to find a passion for exercise. For the third series of the campaign, adidas hopes to take the spirit of female consumers in China to the next level.

The campaign, jointly created by TBWA, Burson-Marsteller, Carat, Isobar and IM 2.0., aims to empower women by calling on their sisters for support and encouragement while they achieve their personal best.

To kick-off the 2015 women’s campaign, adidas launched the first activity in Chengdu, a vibrant city known as the lead growth engine of western China. Led by adidas women’s ambassador Hebe, women in Chengdu took their city by storm and joined hands to take on the 100-minute ATF challenge.

In keeping with a 360-degree marketing campaign approach, the launch moment revealed the new adidas women’s commercial featuring a series of heart-warming and inspiring stories in which Hebe and her sisters show the true meaning of sisterhood.

Whether it’s riding a bike across a bridge while everyone else sits in gridlock, happily jogging through the rain, or dancing like crazy on a rooftop one nightfall, these stories call for every single woman to join her sisters and enjoy getting fit together.

Simon Millar, senior vice president of marketing for Sport Performance and Sport Style at adidas China, said women have long been an important market for adidas.

“Based on our findings, women tend to go further and aim for their personal best in sports when they come together with a group of close friends they call ‘sisters’.

“Through the Unstoppable with #mygirls” campaign, adidas is once again calling on active and fun-loving women to unite, have fun and to achieve their personal best.”

Over the past two years, adidas has launched a series of campaigns aimed at engaging women in sports. Receiving widespread interest and response from consumers, these fully integrated marketing campaigns were recognized both in 2013 and 2014 with the prestigious Effie Award, often compared to an Olympic medal in the world of advertising.

To keep up with the latest digital marketing trends in China, adidas unveiled the official adiGirls WeChat account in 2014. The platform serves to operate as an online hub where like-minded women are able to access the latest sports information and share insightful tips.

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