Women's initiative

In 2011 adidas set out to re-frame how Women see and experience the adidas brand with their 'all in for #mygirls' campaign longterm consumer initiative, built upon a strategy to drive brand re-appraisal across all fronts: Communication, Shopping & Participation.  Commerce through content.

•2013 #mygirls social program named one of L2 Thinktank’s “Genius” initiatives. 1 of only 4 branded programs chosen as "Genius" within the sporting goods category
•2013 Webby Awards Official Honoree for Social Fashion/Beauty, adidas #mygirls #3StripeStyle

The shoppable content experience is www.adidas.com/mygirls. The platform is live in 47 markets since march 2013.    


Comms Director: Eva Bauer/Senior Brand Manager: Reggie Casagrande/Agency: Design: Madethought, /Deployment: Gin Lane / Digital Director: Steffie Knoren/Strategist: Niku Banaie/ Social: Jenny Ordnung/ IT: Andreas Boerner, Andy Barefoot PR: Rita Goncalves