To launch adidas 2017 China campaign, we were tasked with finding a fresh and engaging way to speak to Chinese women about sport. The challenge was that the sport industry was incredibly male dominated and the vast majority of Chinese women had only one reason to engage with fitness: weight loss.
So, wanting to open the aperture of why one should engage with sport, we decided to spotlight the real, rare and raw stories of athletic female trailblazers who were defying the status quo. To do so, we created two films that featured the personal stories of Ning Chang and Hui Ruoqi, and a global film that featured women from all over the world.
Featured in AdAge.