HIP AND FIT: Women love getting together to do ‘girl things’, such as shopping, going to the spa, or catching up with ‘girl talk’. Leading sports brand adidas sets out to reconnect women in the spirit of healthy living by announcing the return of the #mygirls campaign led by actress and fitness enthusiast Sharifah Sakinah as their Malaysian ambassador with help from celeb-girlfriends, writes Cheong Phin
STAYING healthy is an essential part of every girl’s multi-tasking lifestyle today and what better way to engage and motivate women to stay active and indulge in their passion for sports than the return of the #mygirls campaign by global sports brand adidas via the power of social media. Created by women for women (sorry guys), the inspirational brand direction for Fall Winter 2014 is designed to celebrate the love of sports and special bonds between like-minded girls and how they inspire each other to work together and go #allin to achieve their goals.
THE CAMPAIGN
The adidas campaign was launched in Kuala Lumpur last week with the introduction of actress and fitness enthusiast Sharifah Sakinah as their #mygirls Malaysian ambassador, backed up by other known personalities such as singer and certified yoga instructor Atilia Haron, mother and entrepreneur Sazzy Falak, television host Megan Tan and actress Elfira Loy. Together, they represent a diverse group of Malaysian girls from different age groups, whom, dedicated followers or like-minded girls can reach out and connect with on a more personal level.
“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 who love life, people, music, fashion, sports and living healthy with the support from our adidas #mygirls – Sharifah Sakinah, Sazzy Falak, Atilia Haron, Megan Tan and Elfira Loy”, said Samantha Chan, brand manager of adidas Malaysia, at the press launch.
THE CHALLENGE
A month-long Instagram challenge, comprising a variety of daily activities and hosted by Sharifah Sakinah along with the other personalities, is at the heart of the campaign where women across the nation stand a chance to win a top prize worth RM5,000 of shopping at adidas along with consolation prizes of RM500 worth of shopping for her “girls”.
The challenge kicks off tomorrow nationwide and keen participants can log on to adidas #mygirls on Instagram for details of the challenge or simply follow Sharifah Sakinah (@fitnessakinah), Elfira Loy (@elfiraloy), Atilia Haron (@atiliaharon), Sazzy Falak (@sazzyfalak) and Megan Tan (@iemegan) on Instagram for more information.
THE COLLECTION
Wearing neon-bright Energy Boost running shoes and outfitted in sports selection from the adidas Women’s Sports Performance Fall/Winter 2014 collection, Sharifah Sakinah and Megan also strongly believe that looking sporty-stylish during a workout makes one feel good and helps boost confidence tremendously.
The latest adidas collection offers a cool variety of colourful and printed sports-related styles. They include the adidas Techfit training tights made with the super high-tech climalite® fabric to sweep perspiration away from skin, scoop-neck tops and the eye-catching Energy Boost running shoe with stretch upper mesh and unrivalled comfort and support of the flexible Torsion® system.