An Adidas social program #mygirls is part of an engagement initiative called "All In" aimed at activating women and girls ages 14 to 23, writes Karl Greenberg. It's being backed by the brand's first global TV campaign aimed at girls. "Girls from all over the world and from all different walks of life, though they may be different in terms of what language they speak or where they live, all share a common passion for sport and love for 'their girls,' " says John Norman, TBWA\Chiat\Day's chief creative officer.

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