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...