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The brand has chosen two Hong Kong youngster celebrities – Angelababy and Park Ho – to be its Greater China brand ambassadors for the casual wear line.
The clothes line features vibrant colours and targets teenagers and youngsters.
The creative idea for the ad campaign focuses on a 'Road Trip', and encourages young people to be brave, positive and explore the unknown journey in life.
The campaign uses social media platforms that are popular among local teengagers in the Greater China market, including Facebook, a dedicated adidas site and Sina's microblogging.
The campaign is also supported by print, OOH and PR events starting on 15 July and running throughout the Fall and Winter 2010 season.
The creative is supported by adidas' agency-of-record TBWA. Media planning and buying is conducted by Carat.
In Hong Kong, the first Neo Label stand alone store in Mong Kok will have its grand opening on 15 July. There are already over 600 NEO Label stores in China.
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