Adidas China launchs #mygirls campaign to encourage women's participation in sport

Adidas has launched a campaign in China to encourage more women to play sport.

The ‘Unstoppable with #mygirls’ campaign is being led by the brand ambassador for women’s sports Hebe Tien to encourage more women to enjoy getting fit together as “sisters”.

The campaign kicked off with an event in Chengdu when a 60-second commercial, created by TBWA, was launched.

A 30-second version of the ad is also running on TV in China, where adidas launched a branded store in Beijing and two in Chengdu last year.

Simon Millar, SVP for marketing for sport performance and sport style at adidas China, said: “Based on our findings, women tend to go further and aim for their personal best in sports when they come together with a group of close friends they call “sisters”. Through the “Unstoppable with #mygirls” campaign, adidas is once again calling on active and fun-loving women to unite, have fun and to achieve their personal best.”

The agencies behind the campaign were TBWA, Burson-Marsteller, Carat, Isobar and IM 2.0.

The campaign is a continuation of an initiative that began in 2013 with the All in for my girls campaign.

Original title by Mumbrella: Adidas calls on women in China to play sport together with ‘Unstoppable with #mygirls’ push