This season adidas introduces its first Southeast Asia campaign for women which centres on the key insight that girls in Southeast Asia rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in, whatever their pursuits.

Created by women for women, ‘all in for #mygirls’ is about providing inspiration, support and motivation through the sharing of real stories of real women through multiple touch points, to encourage Southeast Asia girls to go all in for their sporting passions.

adidas teamed up with local ambassadors from across the region – Fay Hokulani (representing Malaysia and Singapore), Ana Karylle Padilla Tatlonghari (Philippines), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia) and Nguyen Thi Kim Dung (Vietnam) – bringing them together on one social platform to connect and share their experiences, sporting passions and personal motivations to spur each other and other girls on in their individual pursuits.

#mygirls for Southeast Asia kicks off with the release of the Fall/Winter FW13 women’s training collection. The first phase is themed around the girls’ love for dance, and the campaign will be launched across the region on 15 September 2013 supported by Retail, PR, digital and online activations through adidas’ Facebook page.

Decked out in bold and playful colours, the behind- the-scenes photo shoot presented the upbeat, unique and energetic nature of the women. The stylish yet comfortable Techfit, CIimalite and Yoga apparel, coupled with the sporty adiPURE and Climacool footwear brought out the sassy and exuberant dancer in the girls.

Designed primarily for indoor training, the adipure 360 footwear is made of super light and flexible materials, featuring the latest in technology to support multidirectional movement. The anatomically designed shoe provides comfort and support throughout every stretch, every stride and every step making it a hot feature in dance spotlight.

Alternatively, the Climcacool features new ventilation channels across the outsole and the use of climacool^® material on the upper of the shoe, which helps sweat to evaporate. In addition, the COOLEVER lining, a special clover-shaped yarn, keeps the foot cool, dry and comfortable during your activities. The achieved performance benefit of 360° ventilation reduces thermal stress and discomfort during workouts and results in increased performance.

Customers will be able to get their hands on the new adidas Women’s Collection at shop.adidas.com.my, the brand’s first eCommerce store in Southeast Asia powered by SingPost eCommerce, serving as an online storefront for a wide range of adidas products including exclusive specialty items. Customers can also visit the adidas Sports Performance Concept stores located in KLCC, Pavilion, The Gardens, Paradigm Mall and Empire Subang to view the collection.