Adidas Now Proposes New Sister Slogan.

This year is the third year of Adidas's "sister" thematic marketing. They have put forward a new slogan - "sisters, no impossible."

The latest commercials are directed by Hebe Hebe Tian, the spokeswoman of the ADI women's series, who tells stories about how to overcome obstacles in sports, such as changing roads at roadblocks, riding across bridges, and running while it rains.

Responsible for this time

TBWA, an advertising agency, told reporters that sports brands were made in China in the past.

Training is often described as a serious and intense activity, and is related to personal challenges.

The characters in advertisements are also professional athletes, even ordinary women. They are also muscular and tough women.

"We are aware of that.

Being a very formal personal activity does not reflect the process of emotional communication among friends, but this is often more important for girls, and for most of the first time sports enthusiasts.

By communicating with girls who have exercise habits, TBWA found that the important opportunity and starting point to drive them to exercise is to communicate their feelings through sports and friends.

For them, sport is to enjoy happiness with friends and establish friendship.

In addition, Adidas has recently released a series of diversified female product lines, including Adidas training functional products, Adidas by Stella McCartney series for high-end women, and Adidas StellaSport series designed for girls.

The theme of Adidas's "sister" campaign began in 2013. The slogan of the previous two years is "all in all strength in the name of sisters". It is also about the idea of "sisters" to convey the joy and friendship brought by sports to women.

According to TBWA, the success of communication in the past two years has brought Adidas's "sales growth", but no specific figures have been provided.

However, from the fourth quarter earnings report issued by Adidas recently, although the total revenue has increased, its profit has declined sharply, and its performance in the Chinese market is not outstanding. Adidas is facing some problems.