The year of adidas women

Adidas, the sports apparel brand, used a social media influencer strategy to connect with millennial women in Singapore.

Campaign details

Advertiser: AdidasBrand: AdidasAgency: Creation SingaporeCountry: Singapore

A tough race ahead

In 2016, adidas and Creation embarked on a single-minded objective to differentiate the brand as the sports apparel brand of choice for female millennials against intensifying competition, and grow its market share in the sports apparel category.

The changing times

Lululemon, Nike, Puma and Under Armourall achieved stronger reputations and consumer appeal across the fashion, and performance/sport categories with high-profile sporting events sponsorships and localised offerings.

A shifting focus

Demand for adidas Originals grew in 2015 due to global style influencers...

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