What if we gave women athletes their due?

“All in for #MyGirls” is the theme of the new Adidas campaign by TBWA\Chiat\Day in LA. The series of ads is an hommage to female athletes who have fought for their sports in various countries: a boxer in Jordan, a Nigerian soccer player, an English cyclist, and a Brazilian diver and her team. The film is a wonderful reminder of not only the contribution of female athletes but that athletic values are as feminine as they are masculine. Adidas has also launched an online magazine for female athletes with 4 different sections (‘stories’, ‘happenings’, ‘looks’, and ‘connected’) that leverages content from social networks with the #mygirls hashtag. An amazing way to give female athletes greater visibility in mainstream media.

 

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