Adidas all-in for new campaign- 15 Mar 2011 00:00:00
Global sports brand Adidas has announced it’s latest campaign, the biggest in the brands history – ‘all adidas’.
The marketing campaign will see the first ever merge of the brands three divisions – Sport Performance, adidas Originals and Sport Style.
The ‘all adidas’ campaign will showcase the brands presence across different sports, cultures and lifestyles – as well as fusing the worlds of sport, music and fashion.
The commercial, set for a global release, will include brand ambassadors including football stars Lionel Messi and David Beckham, NBA star Derrick Rose, Katy Perry, and the adidas skateboarding team, showing that ‘when you love the game, whatever the game, you put your all into it’.
The campaign is centered around a 30 and 60 second version of the commercial, directed by Romain Gavras, famous for directing music groups Justice, who will also appear in the commercial, and M.I.A.
The creative will also have a 2 minute version of the commercial online, as well as appearing throughout the media, in print, retail, mobile and activation events.
The brand will be running competitions for prizes including Katy Perry tickets, via its Twitter and Facebook feeds, which already reach over 10 million people worldwide.
Erich Stamminger, member of the Executive Board responsible for Global Brands said: ‘all adidas is the biggest campaign we have ever executed. Its creative concept 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 that only adidas has’.
US based agency Sid Lee created and produced the campaign, who also developed the 2009/10 Originals campaign ‘House Party’.
The first broadcast of the commercial will be launched Wednesday 16th March.