adidas-instagram‘Genius’ brand and runner-up in our 2014 Digital IQ Index: Sportswear, adidas launched the #mygirls Instagram campaign in March. Part street-style, part showcasing athletic prowess, and reliant on user-generated content, the campaign features hashtagged photos on the adidas Women Instagram account.

Adidas extends its #mygirls campaign to a zine on its site featuring female athletes and dancers. Brand ambassadors share their daily routines, goals and why they like certain adidas products. In an effort to bring campaign viewers a step closer to purchase, Adidas breaks down their photos to show what items they are wearing.

Concurrent with the release of its CrazyCool footwear collection in September, Adidas rolled out the second part of the #mygirls campaign in in Southeast Asia featuring local ambassadors from the Philippines, Singapore, Indonesia, Thailand and Vietnam.

The campaign is unique in platform and content. While most Instagram efforts begin and end there, adidas offers more information about those modeling its sportswear on its brand site site. The women featured in its “stories” are successful, but not celebrities. As brands rely more on user-generated content for their campaigns, developing users into representatives and pseudo-celebrities could be the next phase.

L2's Daily Insights in Your Inbox.