Adidas picks Hebe Tien as brand ambassador for year-long campaign in China

The year-long "all in for #mygirls" campaign—including TVC, print and digital activation—has provided many firsts for adidas, including organising the first cross-category fashion show for the brand in China, and the first locally produced TVC.

The campaign for the 2013 SS Collection showcased looks from training, running, outdoor and tennis categories. Colin Currie, managing director of adidas Group Greater China, said the women’s category for adidas in China is a high-priority growth segment.

"This is why we are making such an important marketing investment to realise our vision of becoming the most desirable sports brand for women through the 2013 SS Women’s Collection, and building an emotional connection with our female consumers," he said.

"With Hebe’s natural ability to inspire young girls, we are confident the campaign will be successful in causing women across China to benefit from living an active lifestyle together,” explained Jens Meyer, vice-president, marketing, sport performance, adidas China.