WE ARE THE GIRLS WHO DARE.
When they say no, we hear go. We give everything we've got then go back for more. No doubts, no holding back, no giving in - from the court to the catwalk, the stadium to the street. Whatever the game, we play the same way. Heart over head, inclusion over ego. United by passion, we go all in.Download Mantra
ABOUT THE CAMPAIGN
THOSE WHO DARE. GO ALL IN
Following on the heels of the all adidas campaign, we took the core message "adidas is all in" and crafted it to fit and elevate the women's brand, based on the concept of "those who dare." For the first time, we will bring together all adidas women's collections — sport, street and style — delivering an inspirational yet relatable brand experience for women everywhere through dynamic video footage, insightful ambassador bios and more.
ABOUT THE AMBASSADORS
The female ambassadors we chose to represent this campaign come from all over the world and all walks of life. But they have one important thing in common: they give everything they've got to be the best they can be, and inspire other women to do the same — proving everyday that for those who dare, the sky is the limit.
THE CREATIVE CONCEPT
"Those who dare" is the inspiring and motivational message at the heart of the adidas women's campaign. It incites women everywhere to dare to dream bigger, to push harder, and hints at the rewards to be gained by going all in. With this campaign, we show the pivotal moment when women risk it all for the pop of the flash, the roar of the crowd, the high five from a teammate. This is the moment her strength and confidence shines through — all because she dared to go there.
Q & A
What is the creative idea behind "all adidas" online film?
The "all adidas" Women's online film is an extension of adidas' biggest campaign, "all adidas," which capitalizes on the unique breadth and depth of the brand. Bringing together the Sport Performance and Sport Style divisions, the film highlights female athletes, artists, DJ's and everyday girls. It celebrates "Those who dare;" the girls that fight with passion for their dreams; the girls that dare to go beyond their limits, have fun while doing so and because they believe they can do it, they go "all in" to reach that goal.
What is the main brand campaign all about, under which the "all adidas" film is included?
Launched in March 2011, the "all adidas" campaign features adidas personalities from both the Sport Performance and Sport Style divisions. The campaign fuses the worlds of sport, music and fashion by showcasing adidas' distinctive presence across and into different sports, cultures and lifestyles.
Brand ambassadors such as Lionel Messi and David Beckham for football, NBA star Derrick Rose for Basketball, pop icons Katy Perry and B.o.B., the adidas skateboarding team and many more are captured in their natural surroundings. Together they show that when you are passionate about your game, whatever that game may be, you put all your heart into it.
What have been the thoughts behind the talent selection?
The FW11 "all adidas" online activation brings together adidas ambassadors and friends of the brand: from artists like pop icon Katy Perry, tennis player Caroline Wozniacki, athlete Wei Qiuyue, Staatsballett Berlin ballerinas, blogger Sneakerqueen, DJ Baby G and Chinese superstar Li Bing Bing. All having a connection with the brand, these girls are a perfect fit because they dare to be bold and go "all in" with adidas.
Which collections are being featured in the "all adidas" Women's film?
The "all adidas" Women's film features selected highlight products from the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands. From adidas Sport Performance, the film features products from Women's Training (e.g. Fluid Trainer shoe, TechFit All-in-One suit), Football, Running, adidas by Stella McCartney (e.g. Caroline Wozniacki pieces). adidas Originals products featured include highlights from Jeremy Scott.