Adidas Hong Kong managing director Colin Currie was quick to deny the switch was related to the scandal, saying it always planned to use Chung for its autumn/winter drive, and Choi for its next campaign.
The new push is entitled ‘Play by your own rules’, and attempts to focus on the pressures around playing sport.
The new push is entitled ‘Play by your own rules’, and attempts to focus on the pressures around playing sport.
“Adidas women’s campaigns are never just a conventional celebrity-endorsed campaign,” said Currie.
“It is talking about the personal insight of playing sport. This is a little more introspective than previous work.
It serves as both an encouragement and a challenge.”
Targeting women aged 18 to 29, an audience decribed as being, variously, modern, independent, and fashion-conscious, the campaign attempts to marry the physical aspects of exercise with the fashion appeal of the adidas products.
“This campaign is not about the glory of a sport prima donna, the adulation or the pressure,” added Currie. “It’s about taking that moment for yourself and enjoying what you are doing - to enjoy sport.” Developed by TBWA Hong Kong and Carat, the creative features Choi in various yoga poses, encouraging women to look at sport as being great fun.
Building on the previous women’s campaign last year, the spring/summer campaign aims to strengthen the overall ‘Enjoy sport’ adidas idea in Hong Kong.
As well as POS, bus panels and search advertising, the campaign includes a digital component which hopes to attract traffic to the site www.adidas.com.hk/enjoy.
Adidas has also partnered with She.com to create a joint promotion, whereby a yoga instructor will engage with consumers by asking them to create their most beautiful sports pose.
Consumers are also encouraged to vote for their favourite to increase engagement.
