Adidas Women Brand Campaign

Client 
Adidas
Role
Creative Director

Adidas Women spring / summer 2013 brand campaign for the Chinese market. TVC, print, online and outdoor.

After 4 years, Adidas decided to focus on its female consumers again. The "All In For My Girls" campaign is directed to young girls and women all over China.

In Asia, sport is much less competitive and the importance of sport relies far more on the social connection between girls than in other parts of the world. Our purpose was to inspire and encourage girls to get in action, alone or in a group, and enjoy playing sport together. 

The 15-second teaser

This campaign resulted in a 40% sales increase in women's products and was awarded with A Golden Effie Award. 

Credits: Ben Newman / Director. Elaine Constantine / photographer