ADIDAS #mygirls: Behind-The-Scenes

adidas has launched its first Southeast Asia campaign for women, all in for #mygirls. The first phase themed around the girls’ love for dance highlighted the shared passion of dance between girls in Southeast Asia who rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in.

Decked out in bold and playful colours, the behind- the-scenes photo shoot presented the upbeat, unique and energetic nature of the women. The stylish yet comfortable Techfit, CIimalite and Yoga apparel, coupled with the sporty adiPURE and Climacool footwear brought out the sassy and exuberant dancer in the girls.

#mygirls for Southeast Asia was launched simultaneously on 1 September 2013 in the Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam with regional ambassadors - Karylle (Philippines), Fay Hokulani (representing Malaysia and Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia) and Nguyen Thi Kim Dung (Vietnam). This campaign was supported by Retail, PR, digital and online activations through adidas’ Facebook page (

Customers will also be able to get their hands on the Women’s Collection at, serving as an online storefront for a wide range of adidas products including exclusive specialty items.

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About adidas

adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport.

About the adidas Group

The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of € 13.3 billion in 2011.

JL Santiago Aquino

A millennial lifestyle blogger from Caloocan City who adores trying new things. ✨ Email: Follow @JayL_Aquino on Instagram, Twitter, TikTok & Facebook.

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