adidas neo, the youth leisure sub-brand under the adidas Group has teamed up with Gudetama, the ever-popular Sanrio character to launch its summer social campaign on Douyin (TikTok China). The campaign created by TBWAShanghai, aligns with the summer launch of adidas neo's Gudetama apparel and sneaker collaboration. The iconic Japanese cartoon icon, Gudetama is a chilled-out egg with a very casual attitude towards life. Gudetama's attitude is thought to be similar to the younger generation's attitude in China today, to slow down the pace of life and enjoy the moments. The summer dance challenge on Douyin, the highly addictive short video streaming app, aims to encourage users to share their own interpretation of a lazy laidback summery dance video and adding the hashtag #goodday.
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