Tuesday, August 19, 2014

Press Release: adidas #mygirls continues to celebrate the sporting passion of women in Southeast Asia



Kuala Lumpur, 18th August 2014 – adidas recently announced the return of the #mygirls campaign, created by women for women that aims to provide inspiration, support and motivation while celebrating women and their passion for sports. This year’s campaign captures each ambassador in their home country leading and inspiring their girls to work together and go #allin for their pursuits.

The adidas #mygirls campaign explores the support, encouragement and competitive edge that girls give each other to help them unlock their full potential both in and out of the sporting arena. Sharifah Sakinah – actress and fitness enthusiast is featured as the Malaysian Ambassador. She is also backed by adidas #mygirls personalities Atilia Haron, Sazzy Falak, Megan Tan and Elfira Loy, who together make a unique group of Malaysian girls that represent different personalities and age groups.



“The adidas #mygirls is back this season with an inspirational brand direction designed to celebrate the special bonds between girls and how they inspire one another to go ‘all in’. With an authentic, creative, fresh approach, adidas aims to inspire girls throughout the country with a campaign that features stories and personalities they can relate to. We are happy to be supporting our home girls which love life, people, music, fashion, sports and living healthy with the support from adidas #mygirls – Sharifah Sakinah, Sazzy Falak, Atilia Haron, Megan Tan and Elfira Loy”, said Samantha Chan, Brand Manager of adidas Malaysia.

The campaign also featured the adidas Women’s Sports Performance Fall/Winter 2014 collection which includes the unrivalled energy BOOST running shoes that comes with a stretch mesh upper, and is popular for its BOOST cushioning and flexible TORSION® system that provides unparalleled comfort, support and stability, delivering a unique running experience.



Other products were also featured in the campaign such as the Clima Training bra and the adidas Techfit tights, which also help make each workout session as comfortable as possible. Designed with a wide racer back and cross back straps to provide maximum support and fit, the Clima Training bra is perfect for medium to high intensity workout sessions such as dancing and running.

The adidas Techfit training tights are made with the superior climalite® fabric which sweeps perspiration away from skin. The techfit™ technology also focuses the muscles' energy to generate maximum explosive power, acceleration and long-term endurance.



“It’s great to see these amazing and inspiring women outfitted in some of our exciting new products and witness our latest innovations come to life,” said David Wong, Head of Marketing at adidas Malaysia.

Malaysian women across the nation can stand a chance to bag the awesome adidas Women’s Sports Performance FW14 collection by participating in a month long Instagram challenge hosted by Sharifah Sakinah along with all the adidas #mygirls personalities - Atilia Haron, Elfira Loy, Megan Tan and Sazzy Falak. The lucky winner earns herself a shopping spree worth RM5,000 at adidas along with her ‘girls’ who are entitled to a shopping spree of RM500 each.



The Instagram challenge, which kicks off today, Monday 18th August, is aimed at engaging Malaysian women in becoming active with adidas and its girls. Malaysians keen to know more and take on the challenge can follow the adidas #mygirls on Instagram at the following handles Sharifah Sakinah (@fitnessakinah), Elfira Loy (@elfiraloy), Atilia Haron (@atiliaharon), Sazzy Falak (@sazzyfalak) and Megan Tan (@iemegan).

The adidas Women’s Sports Performance FW14 collection is now available at all adidas Sports Performance Concept Stores in KLCC, Pavilion, The Gardens, Paradigm Mall and Empire Subang and supporting retail outlets nationwide.

For more information about adidas #mygirls campaign & adidas Women’s Sports Performance Fall Winter 2014 Collection, please visit adidas Malaysia
Website: http://www.adidas.com.my
Facebook Page: https://www.facebook.com/adidasMY


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