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Conor O'Hollaren

adidas Women: #mygirls

Description. What's the deal?

 

adidas Women: #mygirls

To introduce the world to real adidas Women around the world, adidas selected Gin Lane to fully concept, design, and develop a new kind of interactive digital magazine; the #mygirls zine.

 
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THE APPROACH

The Search for #mygirls

When adidas Women was preparing to introduce the world to its new brand, #mygirls, they knew they needed to engage a digital media company that would not only embrace the concept, but take it to the next level through a blend of strategy, design and content that would resonate with its existing audience. 

 
 
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Customer INTERVIEWS

After extensive conversations, Gin Lane won the bid and began an intense strategy period that included one-on-one interviews and focus groups with girls all over the world: Sweden, Australia, France, Korea, Chile and New Zealand, to name a few. 

PERSONA DEVELOPMENT

Dividing these girls into common groups, or “personas,” we observed and recorded their behaviors, tastes, and values

 
 
 
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THE APPROACH

Creating Connections

These girls all had at least one thing in common: they felt stronger and were more active as a group than when they were apart. For them, we created a digital “magazine” that could bring adidas Women from all over the world together through common themes, stories, and activities. 

This magazine would frame adidas’ monthly category-focused topics in universal context that all of our girls could relate to. We chose themes that describe the traits that connect every adidas Woman in simple, bold, and actionable statements.

Each month’s theme would be showcased through “tribes,”  passionate groups of advocates that embody our monthly themes and live our monthly categories. These are real, active girls that adidas women everywhere can connect to.

 
 
 
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THE PRODUCT

An Interactive Magazine

At its heart, #mygirls zine is about camaraderie, showcasing and celebrating the bonds that tie adidas Women together. Each month, Gin Lane weaves short video vignettes and original photography into accessible, easy-to-read articles that spotlight real adidas Women from all over the world. These “tribes” of girls are united by a common passion, going “all in” for everything that they do – together.

 

The #mygirls Looks page combines athletic, healthy models in motion with stylized product laydowns, images from the #mygirls social media community and shoppable hotspots. Each module of the page is thematically styled to showcase adidas’ latest lineup of seasonal clothing in fun, dynamic motion. Gin Lane not only conceptualized the page but produced all original imagery and video for a highly-designed, highly-shoppable eCommerce experience not previously available to the adidas customer.

 

THE RESULTS

The Year of #mygirls

In March of 2013, #mygirls zine rolled out to 35 markets in 20 languages. The campaign launched in conjunction with TBWA Chiat Day, while Madethought providing creative direction. Gin Lane will continue to develop the #mygirls zine through 2013 with new editorial features, social activations, and ecommerce experiences each month.

 
 

Global Rollout

In March of 2013, #mygirls zine rolled out to 35 markets in 20 languages. The campaign launched in conjunction with TBWA Chiat Day, while Madethought providing creative direction. Gin Lane will continue to develop the #mygirls zine through 2013 with new editorial features, social activations, and ecommerce experiences each month.

SImPLIFIED & SYNDICATED

In the fall of 2014, we redesigned and relaunched the plaform to be even simpler. Full-bleed photo and video content brings each issue’s “cover” to life on screen, offering a peek into the life of #mygirls.