The "All in for My Girls" campaign from Adidas in China has proven to be quite a revelation. The advertisement portrays ‘tribes’ of slim, pretty girls, often clad in pink, smiling whilst engaging in a myriad of sporting pursuits with their friends. The brand ambassador is no athlete but Taiwanese pop star Hebe. While Adidas is far from shedding all vestiges of its heart-pumping, health-oriented sports positioning, this campaign manages to present it with a heavy dose of girlish appeal, paying heed to local views on sports and beauty ideals...Read More
