Nike returns to its roots as adidas eyes women

Developed by Wieden & Kennedy Portland, the campaign has so far taken the form of a commercial airing on TV, cinema and LED screens, and will be adapted for different Nike markets. The Asian adaptation strings together vibrant street scenes —from an outdoor tai chi lesson to a group of youths tossing a hackey sack — and is briefly interrupted by a clip of NBA star Lebron James driving down the court to score a winning shot.

The strategy comes after a period of intense competition between Nike and key rival adidas, which increased its global heft with its recent purchase of Reebok. Most recently, the two players have been battling hard for share of the female dollar, with adidas unleashing a global drive that aims to communicate the brand's new 'Power from within' platform to women.

Developed by TBWA, the campaign is a direct answer to Nike's recent global 'I Woman' push.

With Greater China looming as a key battleground, adidas' push — which launched at the end of September — kicked off in Hong Kong, China and Taiwan, with Asia-Pacific and global portions to break next month.

The adidas campaign hinges on the creative proposition, 'Be the woman you want to be', to communicate the brand's core values. The first phase is being spearheaded by print, and supported by outdoor, PR and retail marketing activations. Crucially, adidas is utilising other touchpoints such as hair and beauty salons, restaurants and Fitness First centres, which feature special creative executions.

Adidas chiefs claim the new platform will give adidas the edge over Nike, which has started local adaptations of its global platform, most recently in Singapore. "Research tells us that in the Asia-Pacific region, the two brands dominate in terms of sales and brand image, and the race is a very close one," said adidas Hong Kong marketing director Dave Thomas.