The Story

Adidas celebrates women with a new campaign dubbed “all in for #mygirls,” which is rolling out across the globe as part of the brand’s biggest marketing campaign “all in” started in 2011. The brand kicked off the new girls-focused campaign, designed to support and encourage girls to reach new heights both in sport and life and is rolling out across multiple channels, including online platforms, TV, retail and PR.

As sport is much less competitive in Asia and the importance of sport relies far more on the social connection between girls, our purpose was to inspire and encourage girls to get in action, and enjoy playing sport together.

Adidas gained 40% growth in its women's business in China after the "All in For My Girls" campaign launched in March 2013 .

Awards: Effie Award Gold
Agency: TBWA Shanghai
Medium: TVC, print, online, OOH
Role: Creative director
Client: Adidas Global
Director Ben Newman
Music: M.I.A.
Photographer: Elaine Constantine