Brief Explanation

adidas launched the Women's Training Spring/Summer 2009 collection via the ‘Me, Myself’ ATL campaign, and the launch of supporting style lines for Women. The online extension of the campaign took the ‘Me, Myself’ concept, and made it relevant to the target audience by shifting the emphasis very clearly onto the woman herself. The solution aimed to get under the skin of the target audience, allowing her to engage with adidas on a daily basis, in a fun and interesting way. Furthermore, it allowed them to share their activities with their friends, thus becoming influencers and advocates of adidas.