Footwear brand launches its ‘woman’s campaign’ in Malaysia

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ADIDAS launched its woman’s campaign in Malaysia — an extension of the latest global campaign “all adidas” that was successfully launched in March and will run throughout 2011.

Created around the “adidas is all in” hero spot, the campaign highlights women across the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands.

The campaign celebrates “Those who dare”, the women who dare to go beyond their limits and are bold enough to take risks and have fun while doing it. These women put passion in everything they do and go “all in” to achieve their goals.

Danish beauty: ‘Those who dare’ brings together personalities such as women’s tennis star Caroline Wozniacki (juggling the ball) from Denmark and the everyday girl in a mix of environments from sport to music, lifestyle to fashion.

As a continuation to the “all adidas” campaign, “Those who dare” brings together personalities such as pop icon Katy Perry, tennis player Caroline Wozniacki, Staatsballett Berlin ballerinas, blogger Sneakerqueen, DJ Baby G, Chinese superstar Li Bing Bing, athlete Wei Qiuyue and the everyday girl in a mix of environments from sport to music, lifestyle to fashion.

adidas Malaysia brand communications and sport marketing manager Bryan Gee, said: “The ‘all adidas’ campaign, ‘Those who dare’ is a global campaign which aims to encourage women from all walks of life to pursue their passion in life. These talented ambassadors were chosen as an inspiration to all women to dream big and go ‘all in’ to pursue the dream and challenges that comes their way.

“adidas recognises that women today are independent, successful, and passionate about life and the ‘all in campaign embodies this belief’.”

These female ambassadors came from all over the world and all walks of life but more importantly what makes them so unique is that they give everything they’ve got to be the best in what they do, inspiring other women to do the same; this is the adidas “all in” mentality that proves that for those who dare, the sky is the limit.

For the first time, adidas is bringing together an all adidas women’s collections — sport, street and style — delivering it through an inspirational yet relatable brand experience for women everywhere through dynamic video footage, insightful ambassador bios and more.

A 60-second online film can be found on the adidas website which features all the ambassadors.

The film will also be featured in Malaysian cinemas in a cut-down 30-second clip which will last till mid-October this year.

“Those who dare” will feature Malaysian bloggers who will be put through a four-week challenge which will be featured in the adidas Malaysia Facebook page.

Visitors and fans can expect interactive sessions with these bloggers by encouraging them and by giving them tips on how to complete their challenges on Facebook.

Visitors to the adidas website can have an online experience with the products as well as access to interesting content about the ambassadors.