Adidas Global

All in for #mygirls

Giving girls around the world a voice and platform to redefine gender norms is why this project meant so much to me.

We began with an anthem spot and mini documentaries featuring real badass girls around the world. This drove fans online to a digital community where they could find and start tribes of their own based on location and sport.

The adidas digital community connects girls and their tribes from all over the world using the hashtag #mygirls. Here they can locate other girls based on location and sport. They can create custom gear for their tribe and enter to be featured on adidas platforms and advertisements.