adidas first ever global women’s campaign:
Girls who dare

Insight
Following on the heels of the 2011 "adidas is all in" campaign adidas wanted to create their first global women’s campaign. For the first time, adidas brought together all adidas women's collections of sport, street and style.


Idea: Girls who dare
Inspired by athletic, music and fashion icons, adidas wanted to let women show off their bold moves, fierce fight and killer style in whatever they do.

This 360 campaign included a global TV spot, its first Facebook page and an online women's destination with passion stories featuring Caroline Wozniacki, Katy Perry, DJ Baby G, Li Bingbing, the Staatsballett Berlin, Wei Qiuyue and Sneakerqueen.

Campaign included:

  • Global TVC

  • Ambassador interviews and BTS films

  • Launched adidas.com women’s page

  • Launched adidas women’s Facebook page

Directed by that go (Noel Paul & Stefan Moore)

Impact

  • 120K Facebook fans first week

  • 1M views of spot online

  • Global recognition of adidas as a brand for women

Girls who dare

When they say no, we hear go.
We give everything we've got and then go back for more.
No doubts, no holding back, no giving in —
from the court to the catwalk, the stadium to the street.
Whatever the game, we play the same way.
Heart over head, inclusion over ego.
United by passion, we go all in.