Just last July 4, 2014, Adidas 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 – Isabelle Daza and Solenn Heussaff (Philippines), Fay Hokulani (Singapore), Si Phitsinee Tanwiboon (Thailand) and Maria Selena (Indonesia) – 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 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 shoe 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.
Here are my suggested mix and match outfits for Adidas #MyGirls collection:
#MyGirls for Southeast Asia kicks off across the region on 13 July 2014 in the Philippines, supported by Retail, PR, digital and online activations through adidas’ Facebook page. #MyGirls for Southeast Asia is set to launch simultaneously in Singapore, Thailand, Indonesia and Philippines on 1 August 2014.