adidas is all in
adidas launches biggest marketing campaign in the brand’s history
Adidas has unveiled their latest global campaign, the biggest in the brands history, with the launch of ‘all adidas’.
This is the first time ever that adidas has created a campaign that leverages the three divisions that make up the brand – Sport Performance, adidas Originals and Sport Style, and combines them in one commercial that shows the unique breadth and depth of the brand.
The ‘all adidas’ campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles, fusing the worlds of sport, music and fashion. Captured in their authentic surroundings, brand ambassadors including football stars Lionel Messi and David Beckham, NBA star Derrick Rose, pop icon Katy Perry and the adidas skateboarding team, amongst others, show that when you love the game, whatever the game, you put your all into it.
The commercial is supported with a brand new soundtrack from Justice called Civilization (official release date 4th April 2011). Directed by Romain Gavras, famous for directing Justice and M.I.A, 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 online through social media platforms such as Facebook and twitter, 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.
“In the past ten 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.
“‘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.”
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 including ‘House Party’. 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. Five second teaser spots have been aired in the weeks leading up to the global launch of the hero advert film on March 16th, 2011.