Adidas’ #mygirls campaign moves into the real world with a series of pop-up gyms in various cities around the world. The sports brand has been running an online zine/blog that sources stories from an international selection of sportswomen, such as a Nigerian female football team and British track cyclists, amongst features on their collection and style sections with various brand ambassadors.

Inviting women to try their hand at a range of lesser practiced sports, such as fencing or cricket, the project looks set to add a real world dimension to their community promoting campaign.