We are all unique, and one size certainly does not fit all. In a market as large as China, it’s even more important to stand out. Adidas showcases the desire in expressing our own personality, and connects the dots to their brand.
By focusing on the expression of one’s individual style, Adidas places the lens on you - the consumer. This digs into the overall experiences you can relate to as an athlete - being your best, giving your all and most of all, standing out from the rest.
All this, and they also get to poke at one of their biggest rivals…Under Armour.