The alignment marks the first time adidas has engaged a local celebrity for an ad campaign, and leverages the brand’s ‘Sport is fun’ platform.
According to adidas Hong Kong chiefs, it was ultimately an easy decision because of Chung’s former experience as an elite hurdler.
According to adidas Hong Kong chiefs, it was ultimately an easy decision because of Chung’s former experience as an elite hurdler.
“The women’s market is a growing sector with a lot of potential,” said adidas Hong Kong marketing director, Dave Thomas.
“By using a local celebrity in our advertising, we can engage our consumers in a more localised way. With Gillian’s high profile, we can help Hong Kong people see sport is a fun game, rather than being competitive.”
The creative, which was developed by adidas’ global agency-of-record TBWA, showcases sports played in non-traditional spaces.
One execution shows Chung hurdling over a car-park barrier, while another shows her executing yoga moves while balanced on large concrete pipes.
“The environments play a key role in the visuals. The urban and rough settings juxtapose the feminine movements and attributes depicted, to enhance the idea that women can look good and feel great while they exercise and enjoy their favourite sports,” said Thomas.
Carat handled media planning and buying for the campaign, which is launching predominantly with outdoor executions in high-traffic areas throughout Hong Kong.
The integrated push also includes print, online and public relations, while the main focus in Taiwan will hinge on point-of-sale executions.