For the first time ever, international sporting goods manufacturer adidas has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands to provide the the most diverse and all-encompassing glimpse into the brand ever. This is the biggest campaign ever executed by the brand.
The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion by capturing brand ambassadors in their natural, authentic surroundings. These include football stars Lionel Messi and David Beckham, NBA star Derrick Rose, pop icon Katy Perry and the adidas skateboarding team, who show that when you love your game, whatever the game, you put your all into it.
“In the past 10 years we have successfully extended the adidas brand into three powerful sub-brands with adidas Sport Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the breadth and depth of the adidas brand in one global brand campaign,’ explains Erich Stamminger, member of the Executive Board responsible for Global Brands. “The creative concept of ’all adidas’ brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility only adidas has.’
Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and cinema as well as an extended 2-minute version for online. Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of the brand – from new product releases to competitions for Katy Perry tickets and much more. adidas already engages in excess of 10 million fans of the brand on a regular basis across these platforms. In addition, the creative will come to life in a complete through-the-line offering, including mobile, retail, activation events and print.
Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for lifestyle label adidas Originals at the start of 2008 and developed the global campaigns for Originals in 2009 and 2010. In 2010, Sid Lee was announced as the global lead-agency for the entire adidas brand.
The “all adidas’ campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. It will be teased before it kicks off with the global launch of the hero advert film on March 16th, 2011.
