adidas first ever global women’s campaign:
Girls who dare
Following on the heels of the 2011 "adidas is all in" campaign adidas wanted to create their first global women’s campaign.
For the first time, adidas brought together all adidas women's collections of sport, street and style.
Creative vision: Girls who dare
Inspired by athletic, music and fashion icons, adidas wanted to let women show off their bold moves, fierce fight and killer style in whatever they do.
This 360 campaign included a global TV spot, its first Facebook page and an online women's destination with passion stories featuring Caroline Wozniacki, Katy Perry, DJ Baby G, Li Bingbing, the Staatsballett Berlin, Wei Qiuyue and Sneakerqueen.
Campaign included:
Global TVC
Ambassador interviews and BTS films
Launched adidas.com women’s page
Launched adidas women’s Facebook page
Directed by that go (Noel Paul & Stefan Moore)
Impact
120K Facebook fans first week
1M views of spot online
Global recognition of adidas as a brand for women