In Adidas’ key cities such as Shanghai, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17.
In a conformist culture such as China, youngsters are constantly looking for role models to imitate and look up to, as their ways of self-discovery. Unfortunately, young girls often adore internet personalities and pop stars as their role models, which creates a mental barrier that drives their interest away from sports. Thus, re-establishing strong role models in their lives is the most compelling way to persuade, motivate and inspire young Chinese girls to participate in sports.
Adidas starts a campaign transforming the four most revered heroines of Chinese history into the modern era, showing how kickass and badass girls can be when engaging in four of the Adidas’ key sports.
Print advertisement created by Miami Ad School, Germany for Adidas, within the category: Sports.