Official Press Release
A sneak peek into the behind-the-scenes action of the dance themed #mygirls campaign for Southeast Asia
Manila, September 15th, 2013: adidas has launched its first Southeast Asia campaign for women, all in for #mygirls. The first phase themed around the girls’ love for dance highlighted the shared passion of dance between girls in Southeast Asia who rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in.
Decked out in bold and playful colours, the behind- the-scenes photo shoot presented the upbeat, unique and energetic nature of the women. The stylish yet comfortable Techfit, CIimalite and Yoga apparel, coupled with the sporty adiPURE and Climacool footwear brought out the sassy and exuberant dancer in the girls.
#mygirls for Southeast Asia was launched simultaneously on 1 September 2013 in the Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam with regional ambassadors – Karylle (Philippines), Fay Hokulani (representing Malaysia and Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia) and Nguyen Thi Kim Dung (Vietnam). This campaign was supported by Retail, PR, digital and online activations through adidas’ Facebook page (www.facebook.com/adidas).
Customers will also be able to get their hands on the Women’s Collection at shop.adidas.com.ph, serving as an online storefront for a wide range of adidas products including exclusive specialty items.
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