To dance is to be out of yourself. Larger, more beautiful, more powerful. This is power, it is glory on earth and it is yours for the taking. - Agnes de Mille
I haven’t performed in a while, on a stage I mean. It’s been more than a year, as I recall, the last time I felt a spotlight on my face, and the rush. The high I get when I finally get the groove. I admit, I am not the best dancer, but when I learn a routine, I commit.
I miss dancing, hopefully this year, I get back to it.
The photo above was actually taken by my college friend, Tim Duenas, for my college’s dance organization (UP Pharmakinetics Dance Soceity). The shoot showcased our individual styles as dancers, where our individual photos will be used as promotion to our upcoming dance concert.
I had a hard time thinking of my peg for the shoot, as I had said before, I haven’t been dancing in while. (Yes, I don’t think Zumba counts as performing) Being a chronic Google-r of everything, I went online and searched for dance pegs, I even logged onto my idle Pinterest account just to look for more artsy shots of dance/movement photography, to get some inspiration. Coincidentally, while browsing, I suddenly get a ping from my email, notifying me of a new adidas campaign, featuring Asian girls dancing. By this time, I got a hefty number of photos as inspiration already, so I decided to check out my email inbox. Lo and behold, I see Karylle (currently in ABS CBN’s noontime variety show Showtime) as one of the ambassadors for the campaign.
adidas proudly introduces its first Southeast Asia campaign for women, all in for #mygirls. The initiative is driven by a refreshed cross-category brand direction which centres on the key insight that girls in Southeast Asia rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in, whatever their pursuits.
Created by women for women, #mygirls is about providing inspiration, support and motivation through the sharing of real stories of real women through multiple touch points, to encourage Southeast Asia girls to go all in for their sporting passions.
adidas teamed up with local ambassadors from across the region – Fay Hokulani (representing Malaysia and Singapore), Karylle (Philippines), Si Phitsinee Tanwiboon (Thailand), Maria Selena Nurcahya (Indonesia) and Nguyen Thi Kim Dung (Vietnam) – bringing them together on one social platform to connect and share their experiences, sporting passions and personal motivations to spur each other and other girls on in their individual pursuits.
#mygirls for Southeast Asia kicks off with the release of the Fall/Winter FW13 women’s training collection.
The first phase of the #mygirls campaign themed around the girls’ love for dance highlighted the shared passion of dance between girls in Southeast Asia who rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in.
Decked out in bold and playful colours, the behind- the-scenes photo shoot presented the upbeat, unique and energetic nature of the women. The stylish yet comfortable Techfit, CIimalite and Yoga apparel, coupled with the sporty adiPURE and Climacool footwear brought out the sassy and exuberant dancer in the girls.
Themed around girls’ passion for running, #mygirls continues with phase two, the brand direction refreshed to focus on one key insight – girls in Southeast Asia rely on their peers and communities as a source of strength and play an instrumental role in inspiring each other to go all in, whatever their pursuits.
adidas will be debuting the FW13 CrazyCool Women’s footwear collection through the #mygirls campaign. Being insanely flexible and incredibly breathable, CrazyCool comes with all-around 360-degree ventilation, a super-articulated and flexible tooling and high flex midsole to create a dynamic look and fit for the next generation of runners who value maximum flexibility, breathability and comfort. It also features the COOLEVER mesh, a lining with a clover-shaped yam, to manage heat and sweat reducing discomfort to increase performance. CRAZYCOOL is available in adidas Sports Performance stores on October 1, 2013 at PHP 5495.
For more information on the #mygirls campaign, please visit our Facebook Page
Customers will also be able to get their hands on the Women’s Collection at shop.adidas.com.ph, serving as an online storefront for a wide range of adidas products including exclusive specialty items.
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About adidas
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport.
About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of € 13.3 billion in 2011.