adidas launches CRAZYCOOL in-line with the SEA #mygirls campaign

Sunday, October 20, 2013

adidas proudly presents phase two of the #mygirls campaign in Southeast Asia. Themed around girls’ passion for running, #mygirls continues the brand direction refreshed to focus on one key insight – girls in Southeast Asia rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in, whatever their pursuits. adidas will be debuting the FW13 CrazyCool Women’s footwear collection through the #mygirls campaign.

Being insanely flexible and incredibly breathable, CrazyCool comes with all-around 360-degree ventilation, a super-articulated and flexible tooling and high flex midsole to create a dynamic look and fit for the next generation of runners who value maximum flexibility, breathability and comfort. It also features the COOLEVER mesh, a lining with a clover-shaped yam, to manage heat and sweat reducing discomfort to increase performance.

CRAZYCOOL will be available in all adidas Sports Performance stores in KLCC, Pavilion, The Gardens, Empire Subang and Paradigm Mall on 1st October 2013 at RM399.

13th September 2013:
Created by women for women, ‘all in for #mygirls’ is about providing inspiration, support and motivation through the sharing of real stories of real women through multiple touch points, to encourage Southeast Asia girls to go all in for their sporting passions.

adidas teamed up with local ambassadors from across the region – Fay Hokulani (representing Malaysia and Singapore), Ana Karylle Padilla Tatlonghari (Philippines), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia) and Nguyen Thi Kim Dung (Vietnam) – bringing them together on one social platform to connect and share their experiences, sporting passions and personal motivations to spur each other and other girls on in their individual pursuits.

#mygirls for Southeast Asia kicks off with the release of the Fall/Winter FW13 women’s training collection. The first phase is themed around the girls’ love for dance, and the campaign will be launched across the region on 15 September 2013 supported by Retail, PR, digital and online activations through adidas’ Facebook page.

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