All in for #my girls
Adidas Women’s Brings Girls Together with New Brand Direction
Herzogenaurach/Germany, March 12th, 2013: adidas proudly introduces all in for #mygirls, an inspirational new cross category brand direction designed to celebrate the special bonds between girls and how they inspire one other to go all in.
This campaign explores a new dimension of ALL IN, the biggest marketing campaign in the company’s history launched in 2011. The support, encouragement and competitive edge that girls give each other help them to unlock their full potential both in and out of the sporting arena. They really do go all in with - and for - their girls.
all in for #my girls uses social media to identify these groups of girls around the world, offering a platform for like-minded girls to connect to each other to share their love of sport and motivate one other.to achieve their goals.
The central hub is a digital zine on www.adidas.com/mygirls fuelled by Twitter and Instagram. In addition to reading stories about other girls and their passions, fans of all in for #mygirls will also be able to engage with the brand about news, products, style trends, and other things girls want to talk about. adidas will also provide access to its female athlete partners, celebrities, stylists and trend setters to further inspire girls with unique and exciting conversations
With each issue of the #mygirls zine, adidas will shine the spotlight on new groups of girls, new product stories, and new ways to get involved in community events and activations.
The campaign will launch globally on March 8th to coincide with International Women’s Day. Supported by Retail, PR and online activations, an all in for #mygirls television commercial is set to air in Russia, Korea and China, with further markets rolling out the advertising in staggered waves thereafter.