Burson-Marsteller and adidas launched “all in for #mygirls,” an energetic campaign that encouraged women to exercise for fun with their group of friends, or their “tribes.” The targeted campaign centered around the themes of friendship, style and sports. The team utilized multiple platforms to reach its target audience, including microsites, Weibo (China’s microblogging platform), traditional media and retail. - See more at: http://www.burson-marsteller.com/case-studies/all-in-for-mygirls/#sthash.RxnwzZ4s.dpuf