adidas’ #mygirls campaign continues to celebrate the sporting passion of women in Southeast Asia

adidas has announced the return of #mygirls for FW14 following the successful launch of the campaign in FW13. This year’s campaign captures each ambassador in their home country, leading and inspiring their peers to work together and go #allin for their sporting pursuits.

Created by women for women, the #mygirls campaign aims to provide inspiration, support and motivation while celebrating women and their passion for sports. The campaign features local ambassadors from across the region – Fay Hokulani (Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia), Sharifah Sakinah (Malaysia), Isabelle Daza and Solenn Heussaff (Philippines) – where they share their love for different sports as well as some of their favourite sporting items from this season.

This season the ‘all in for #mygirls’ campaign also sees the different ambassadors being featured in their home country. “Last year we shot the campaign in Singapore, but this time we have decided to create local campaigns in each of the respective Information markets so that the female consumer can connect with #mygirls on a personal level,” said Nadina Tyropoli, Brand Manager for SEA and Pacific.

The #mygirls campaign features each home-grown ambassador decked in energy Boost running shoes and select pieces from adidas’ Sports Performance FW14 collection which best complement their sporting passion.

The energy Boost running shoes comprises a stretch mesh upper, Boost cushioning and flexible Torsion system provides unparalleled comfort, support and stability – delivering a unique running experience.

Other products featured in the campaign such as the Clima Training bra and the adidas Techfit tights also help make each workout session as comfortable as possible. Designed with a wide racer back and cross back straps to provide maximum support and fit, the Clima Training bra is perfect for medium to high intensity workout sessions such as dancing and running. The adidas Techfit training tights are also made with the superior climalite fabric which sweeps perspiration away from skin. The techfit technology also focuses the muscles’ energy to generate maximum explosive power, acceleration and long-term endurance.

“It’s great to see these amazing and inspiring women outfitted in some of our exciting new products and witness our latest innovations come to life through their favourite workouts,” said Ananda Putri, Head of Training category for SEA.