adidas: Inspiring women and girls to take up sport for life

This case study explains how Adidas, the sportswear brand, launched its first-ever local campaign targeting Chinese women by focussing on 'sisterhood'.

adidas: Inspiring women and girls to take up sport for life

Milo Chao and Catherine Talpey

Campaign details

Brand owner: adidasLead agency: TBWAContributing agency: CaratBrand: adidasCountry: China, Hong Kong and TaiwanIndustry Clothing, apparelChannels used: Events and experiential, Internet - general, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, TelevisionMedia budget: 5 - 10 million

Executive summary

For the 2013 Adidas Women's campaign, the brand's first ever local campaign targeting Chinese women, the challenge was to improve the sales of athletic...

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