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adidas unveils all in for #mygirls brand direction

Sports brand adidas has unveiled a new cross category brand direction, which aims to celebrate the bonds between women and how they help to encourage each other.

Entitled all in for #mygirls, the campaign uses social media to offer a platform for like-minded girls to connect to each other to share their love of sport and motivate one other to achieve their goals.

An all in for #mygirls television commercial is set to air in Russia, Korea and China with TBWA, as well as a digital magazine on fuelled by Twitter and Instagram.

The campaign is being supported by retail, PR and online activations.