A sneak peek into the behind-the-scenes action of the #mygirls for Southeast Asia adidas campaign

adidas has launched its first Southeast Asia campaign for women, all in for #mygirls. The second phase themed around the girls’ passion for running highlighted the strength and confidence shared 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.

The lush greenery of the outdoor shoot location provided the perfect contrast to the bold and playful colours the ambassadors were decked out in. The shoot showcased the upbeat, unique and vibrant nature of the girls, featuring the whimsical colours of the Techfit and Climalite apparel, coupled with the colourful CrazyCool shoes.

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