#THISISME

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China does not openly encourage citizens to freely express themselves. In fact, you could be arrested for speaking your mind. This is a major challenge for the adidas Originals launch. The brand's essence is individuality and expressing your originality, the opposite of China's social beliefs. The campaign called #thisisme is an unprecedented platform that encouraged local Chinese youth to truly express who they are, and to embrace what makes them unique. No matter what anyone says.
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