Adidas is one of many sportswear brands in China targeting women’s fitness in a trend that has seen Nike open only their second women’s-only retail store concept in Shanghai in late 2014.
Spurred by the success of Lululemon Athletica in its evolution from activewear to a fashion lifestyle brand, Adidas has focused on community and fitness inspiration to market Adigirls in China.
For the second installment of the All In For My Girls campaign, Adidas built on the success of 2013’s inspirational campaign with innovative social and mobile integrations. The brand created an empowering campaign message around celebrity ambassador Hebe Tian, and in combination with an innovative Adigirls WeChat minisite (Weizhan), encouraged women to make fitness a bigger part of their lives.
What You’ll Learn
The Adidas Campaign Report provides in-depth analysis of how the brand used their digital and social channels to inspire women’s fitness using an innovative app developed specifically for WeChat.
- WeChat: You’ll learn about the custom mobile campaign minisite (weizhan) that was central to the campaign – enabling group fitness, social sharing, and product discovery.
- Weibo: We’ll show you how Adidas used Weibo to create campaign buzz and support a five-city experience tour.
- Brand Website: We’ll show you how Adidas adapted their brand website to support the WeChat campaign and integrate with ecommerce on Tmall.
- Key Opinion Leaders: You’ll learn how Adidas partnered with celebrity ambassador Hebe Tian and coordinated with digital influencers to reach target audiences.