Tag Archives: Sport

MASTERS OF DIRT BRING THEIR WORLD CLASS FMX SHOW TO THE UK

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**FIRST TIME UK EVENT PREVIEW**

MASTERS OF DIRT BRING THEIR WORLD CLASS FMX SHOW TO THE UK

14th LONDON- WEMBLEY ARENA
16th MANCHESTER – MANCHESTER ARENA

TICKETS ON SALE NOW – £32.50

www.mastersofdirt.com
www.wembleyarena.co.uk // www.mcr-arena.com

Masters of Dirt have been setting the standard for world class FMX and bike stunt entertainment for the past 10 years performing across Europe. Hitting London and Manchester for the first time, The UK now has the chance to see the World’s top Freestyle Motocross, Quad, 50cc mini bike, mountain bike, bmx and even snowmobile riders perform their death defying whips, backflips and other jaw dropping tricks live and up-close at the action packed 2 1/2 hour fully seated indoor arena shows.

UK Champion Chris Birch and Aussie superstar Blake ‘Bilko’ Williams confirmed for Masters of Dirt UK Tour 2012.

We are delighted to confirm British FMX champion Chris Birch for the Masters of Dirt UK Tour hitting London 14th March and Manchester 16th March. Twenty Seven year old Birch competes on a world-class level bringing the most amazing whips and backflips this side of the Globe.

‘I can’t wait to ride MoD in my home country and you can guarantee I will bring some serious new tricks to the ramps in March’

25 year old Aussie Sensation Blake ‘Bilko’ Williams has also been added to the all star cast.

Bilko was the first ever athlete to land a cliffhanger backflip, as well as winning X Games Gold, Silver and Bronze and competing in X-Fighters, makes him one of the most exciting athletes to flip the Masters of Dirt ramps in March.

Sam Reynolds, 20yr old British Mountain Bike champion also adds to one of the most exciting line-ups MoD has seen for years. He said ‘I cannot wait to bring MoD to London and Manchester riding along side some of the best freestyle athletes across the globe’

Confirmed Rider List:
Edgar Torronteras (ESP)
Blake ‘Bilko’ Williams(AUS)
Derek Burlew (USA)
Alastair Sayer (SA)
Rob Adelberg (AUS)
Andreu Lacondeguy (ESP)
Chris Birch (UK)
Jostein Stenberg (NOR) (Snowmobile)
Jon Guetter (USA) (Quad)
Tomas Barta (CZ) (Minibike)
Sam Reynolds (UK) (Mountainbike)
Bienvenido Aguado (ESP) (Mountainbike)

GOLD SHOES FOR KAUTO STAR

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Following in the footsteps of some of the world’s greatest athletes, a set of gold shoes have been commissioned in honour of horseracing royalty Kauto Star.

Inspired by the likes of Michael Johnson, Usain Bolt and David Beckham, Betfair has created an exclusive set of gold horseshoes for the staying chaser ahead of his bid for a record fifth victory at the King George VI Chase.

The bespoke horseshoes took former Royal farrier (a specialist in equine foot care) Michael Jones two weeks to create. The 13 carat hoofwear have been made to celebrate Kauto Star’s achievements in the gallops. The one-off designs will be given to Kauto Star’s Champion National Hunt trainer, Paul Nicholls, as a gift ahead of his Boxing Day race.

Michael Jones commented: “This is the first time I’ve made horseshoes out of gold. The process was much more intricate than normal. It was a real test of my craftsmanship, but I think these hooves are fit for a King.”

Betfair’s Alex Bake said: “Kauto Star’s achievements quite easily match those of his human contemporaries. What better way to celebrate his successes than with a set of golden shoes. Everyone at Betfair hopes they can inspire him to victory at Kempton on Boxing Day.”

Life of a Super Sports Blogger

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—Independent bloggers drive sports industry—Fortune 500 companies engage with the citizen journalists —

It’s the ultimate dream for many a football fan. Swapping the nine to five for a career spent posting on a blog about the sport you adore. No editorial limits, no suit, no boss. For Alan Spurgeon and his blog Footy-Boots.com, that dream is reality.

What started as a series of niche articles in 2006, Alan’s blog which focuses primarily on reviews of football apparel now reaches four million people worldwide, three hundred thousand of whom read his words on average every other day. It’s the sort of platform any of the major football brands would pay serious sums to control, but Footy-Boots.com remains independent, relying upon a small team of mostly volunteer staff and freely available publishing technology to engage the fans.

In a year which has seen every major sports brand jump on the social media bandwagon, Alan’s seen a shift in attitude when it comes to dealing with the marketing departments representing the kit he reviews—

“Our job is to review everything we can get hold of and when a product comes with an already established online fan-base that can explain the benefits in our terms, an invitation to meet the people who produce the product and a willingness to engage in feedback, there’s an obvious advantage. For years we struggled away ordering products as soon as we could get hold of them, crawling through the maze of PR departments to get comment or information and then taking the stuff to the field to run it through the paces before posting our opinion online. These days it’s a little different. Whilst we’re still just a couple of lads operating from their laptop, it’s not unusual for us to be invited to meet the people who produce the kit or to go down to the pitch to chat to the premiership players who are wearing it. The biggest names in the world like Nike, adidas and Puma have got used to the fact that if you want to sell your boots to a digital generation, it’s not just the print media and broadcasters you need to engage with celebrity endorsement, it’s the little guys like us. We need data and it’s in their interests to make sure we have it.”

Whilst the manufacturers are falling over themselves to accommodate the ‘super-bloggers’, some team brands have been better than others at adjusting to the social media era. Manchester United and Arsenal rule Facebook with 20million and 7million fans respectively. Arsenal in particular have embraced the digital revolution, recently hosting web chats for up to 2.5million international fans at a time. The players themselves are thrust into this world, somewhat dazed, to play their part. In May this year Rio Ferdinand posted on Twitter “Yesterday I’m signing a few autographs + a guy pulls out his phone + says ‘can you follow me’! A follow is the new autograph!”.

So what does it feel like being taken from your backroom office to the glorious highs of sports stardom? According to Alan, whose site is successful enough to “pay the bills”, some things will never change. “We are now considered de facto I guess in our niche, particularly for the Football Boot Awards we run every year where the public come to us to vote for the product of the year. That’s great and it’s astonishing of course to get to meet your heroes through your work as we have done when premiership players are lined up to take part in things like the awards sessions, but other things remain the same. We’ve not yet been able to get to some of the international product launches, not because of the cost, but because we’re a simple set up, a couple of guys and a few computers, we just wouldn’t be able to take the time for a long flight which would mean being offline for 9 or 12 or 24 hours. We miss out on that sort of stuff. We’re still geeks attached to our umbilical tech.” When asked if they would accept a private flight sponsored by a major sports brand, their reaction is typical of the new generation of citizen journalists— “No way, the fans of the blog would slaughter us. Our greatest asset is being unbiased. You can’t buy our opinion.”

Nobody at Footy-Boots.com has made a dot com million, but the site owners need an income. The key to success might be seen in the addition of sponsors and affiliates on the boy’s website which help to bring in stable financial support whilst they focus on reviewing kit and steering conversation in the forums. “We’re not salesmen, we never have been, never could be. We’re not good at going out there to find sponsors. I’m sure there are plenty of ways the site could make more money, but it’s never been about the money for us so we’re happy to just let a couple of sports shops link through the site as long as we get positive feedback about them. It’s a happy compromise between running a basic blog and being a commercial website.”

As someone who has tested every major boot released since 2006, Alan has a few pointers for those wanting to be on the Christmas list this year and next. “The best boot in the world is only good for one man. Reading our forums (especially the “ask geeks” channel), you know every player has their own strength, speed, accuracy, strength, ability and confidence to take risks on the pitch. No one cleat is going to fit them all. Just like social media has opened up a million different varieties of opinion, the manufacturers of the product are going to have to follow too. Bespoke might be the way to go. I’m sure the technology will exist to let players pick every aspect of their kit through an app very soon.” Which raises an interesting question- what will be the value of celebrity if and when every boot is customised not to the famous foot, but to every man or women on the pitch? There will be bigwigs in PR breathing a sigh of relief in some cases— we all know Football and Twitter don’t always a happy marriage make. Alan has a list of social media disasters on his site to tell that story.

So where next for Alan and his happy team of sports bloggers? “2011 was a great year, we saw some astonishing products hit the pitch and through our relationships with the brands, we felt like we were pretty much front row. We’ll continue to offer a space where your opinion matters and we’ll be bringing that to a climax with this year’s awards which launch online December 5th and we’re expecting tens of thousands of votes again.”

The one difference between this year and last for Footy-Boots.com, a 1765% rise in the number of visits originating from mobile phones. Let’s hope that Nike and co have their iPhone apps in order when voting kicks in.

Sports Memorabilia Company Teams Up With FA And England Squad.

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SPORTS MEMORABILIA COMPANY FORMS UNIQUE PARTNERSHIP WITH THE FA AND ENGLAND SQUAD

Sportsrabilia has collaborated with the England football team to produce a unique and exclusive collection of memorabilia to offer fans the chance to buy a piece of football history.

Under the new deal between Sportsrabillia and The FA, limited edition pieces signed by stars such as Steven Gerrard, Ashley Young and John Terry will be available prior to Christmas 2011. There will be further collections released in the build up to and during the 2012 European Championships in Poland and Ukraine and the forthcoming 2014 FIFA World Cup in Brazil.

The product range will feature high-impact imagery, player biographies, landmark achievements, actual sections of match balls and full squad pieces and will carry the signatures and authentication of the England team.

The England Collection will be available to buy from www.sportsrabilia.com and will be competitively priced starting at £150. A selection of individual items will also be made available for auction at charity events around the UK, helping raise money for worthwhile causes.

The exclusive range will be authenticated and protected to levels previously unseen in the UK. Each piece will include a hologram, FA stamp and a certificate of authenticity signed by a member of The FA and a representative of Sportsrabilia present at the signing session. These lengths have been taken to both protect the players and The FA but most importantly the Sportsrabilia customers.

Commenting on the partnership, FA spokesperson Nicky Stanton said: “The Sportsrabilia range will give England fans a chance to buy a piece of football history and feel closer to the England team. They can also be assured that they are purchasing a fully licensed and authenticated product.’’

Danny Schindler, Chief Executive Officer of Sportsrabilia added: “We are delighted and proud to be working with the FA and the England squad. This partnership will create a unique range of items that will be ideal for collectors and make the perfect gift for football fans across the country in the run-up to Christmas.”

Rugby World Cup Fans Face Hotel Hike.

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RUGBY WORLD CUP FANS FACE AVERAGE HOTEL PRICE HIKES OF 29%

Impact of major sporting events on room rates revealed in Hotels.com new HPI

British rugby fans travelling to the World Cup in New Zealand are facing steep average price increases of 29% for hotel rooms, according to the latest Hotels.com Hotel Price Index (HPI).

The booking demand for the six-week tournament in the first six months of the year contributed to the sharp rise with the average room rates in the host cities of Wellington up 29% to £73 per night and Auckland up 11% to £68 per night. The overall rate in New Zealand itself also rose 14% to £70.

As well as big rugby showpieces, the Hotels.com report reveals how Formula One Grand Prix racing can affect prices and occupancy rates in venue cities with the sport being one of the factors behind a 22% jump in Melbourne to £96 and a 5% rise in Barcelona to£102.

Sports fans also helped to boost the price of a room in London by 3% to £113 with the city at full occupancy for the Wimbledon tennis tournament.

The latest HPI also charts how prices can fall dramatically after a major sports event such as the football World Cup in South Africa. The country saw its average room rate tumble by 17% in the first six months of the year to £105 with host cities Cape Town down 20% to £100 and Johannesburg down 13% to £111.

The statistics could provide a pointer to what could happen in London before, during and after the 2012 Olympics with some industry insiders already predicting rates could jump as high as 50%.

Alison Couper of Hotels.com, said: “Prestige sporting events are key drivers of hotel prices and can lead to double-digit percentage increases as many rugby fans have found.

“What is happening in New Zealand and what happened in South Africa could provide a foretaste for what might occur in London next year. It is expected that several thousand additional hotel rooms will be available in the city in the run-up to the 2012 Olympics. However, despite the extra capacity, we would urge people thinking of coming to London next summer to book their accommodation as soon as they can as the demand and prices could soar the closer we get to the event.

“London is always popular with both domestic and foreign travellers but the Games are set to take that popularity to a new level.”

The impact of other non-sporting, one-off events on hotel prices could also be seen in the report. Dublin witnessed a 7% increase in the average cost of a room to £73 with the visits of the Queen and Barack Obama in May enhancing the city’s profile and appeal. Dusseldorf also saw an increase by 17% to £100 after the German city hosted the Eurovision Song Contest in May.

The Hotels.com HPI tracks the real prices paid per hotel room (rather than advertised rates) for 125,000 properties around the world. The latest HPI looks at prices in the first half of 2011 compared tothose in the first half of 2010.

Interview: Iwan Thomas MBE

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As an athlete, Iwan Thomas MBE has been there, done it, and got the medals to prove it, including a gold from the 1997 World Championships. When it comes to track and field, he knows his onions, which is why he’s landed a plum job as commentator for Channel 4’s coverage of the World Athletics Championships from Daegu in South Korea. Here, we take the opportunity to pick his brain regarding Britain’s best medal hopefuls, as well as Usain Bolt, Oscar Pistorius and much more.

The World Championships are almost upon us. Are you excited?
I am, actually. It’ll be a bit strange going to a World Championships and not being a competitor, being on the other side of the fence, but I’m really looking forward to the experience. I’m a bit worried about the food – you see people on Twitter [Iwan tweets as @Iwanrunner], showing pictures of people eating live octopus and things like that. It’ll be interesting. Maybe I’ll lose some weight over the two weeks. But I’m really looking forward to it.

Who do you see as Great Britain’s outstanding medal prospects this time around?
You’ve obviously got Jessica Ennis and Phillips Idowu – they’re both reigning World Champions and will be trying to defend their titles. Then you’ve got other athletes who have had a massive breakthrough in the last couple of years, like Dai Greene, and also Jenny Meadows in the 800m, she’s running really well this year. I’d never say anyone was a banker, because athletics is a pretty strange sport, but you’d be looking at those guys to get medals. You’ve also got people like Chris Tomlinson and Greg Rutherford, both in the long jump. At the recent Diamond League meeting at Crystal Palace, they came second and third, and Chris has got a British record this year, so he’s in tremendous form. I think in major championships it’s all about the underdogs coming through and doing well, so you never know. As a whole, the British team is in a pretty good place.

You’ve got athletes like Christine Ohuruogu, who’s always been a big event runner, but she’s not had a good year this year, has she?
No. She’s had a few injuries. I’d be very surprised if she became World Champion again. Don’t forget she’s a world champion and Olympic champion, though, so you can never count her out. She’s a performer. But if you look at current form, she’s had these injuries, and she’s struggling this year. It’d be fantastic to see her run well, and it would also be really good for the women’s 4×400 relay squad as well- they’re all doing well at the moment. You’ve got Christine, the likes of Jenny Meadows who can come down to 4×400, and you’ve got Perri Shakes-Drayton, who’s another emerging talent this year in the 400m hurdles. She’s someone to look out for, she’s an outside chance for a medal as well.

Talking of athletes who have really broken through in the last couple of years, Mo Farah must be up there as well.
Oh yeah, 100%. I don’t want to put the kiss of death on him, but Mo is in the best form of his life. He’s beautiful to watch, he’s not scared of the big athletes, he’s beaten everybody. It’ll be interesting to see whether he tries to do the double [run both 5000m and 10,000m] but without a doubt, Mo is someone I can’t wait to watch. Without putting the medal round his neck and putting pressure on him, I’d be very surprised if he didn’t become world champion.

What sort of shape do you think British athletics is in as a whole at the moment?
I think it’s pretty good. Three or four years ago it was going through a bit of a transitional phase – a lot of good athletes had retired, a lot of guaranteed medallists – the likes of Jonathan Edwards, Steve Backley, Colin Jackson, Denise Lewis and so on. Everybody retired, and it left a bit of a hole. But over the last two or three years, we’ve got the new stars coming through. It’s exciting times, it really is.

Away from team GB, who are you looking forward to watching?
Obviously any athlete in the 100m final. That’s the blue riband event, I can’t wait to watch that. It’s going to be interesting to see Usain Bolt, because although he’s not been beaten this year, he’s not running as convincingly as he has in the past. He’s going to be under a little bit of pressure. I think he’s going to win the 200m, but the 100m is by no means a foregone conclusion. If his countryman, Asafa Powell, can get himself together -he’s had a few injuries – who knows? I don’t think Usain Bolt will be in a position to celebrate ten metres before the line this time, he’ll be pushed all the way.

What else are you looking forward to?
I always enjoy my old event, the 400m. It’s close to my heart. To be honest, I’m just a massive athletics fan, so all the events. I’m looking forward to watching Goldie Sayers in the javelin as well – she’s had a good year this year. I’m so excited about the whole thing. I think a lot of events will be really close. As a neutral, that has to make for a really exciting spectacle.

You mentioned the 400m. One of the stories of the championships is going to be Oscar Pistorius, isn’t it? What do you think about his presence there? [Pistorius is a double amputee who runs on special carbon fibre artificial limbs]
I think it’s great for the sport, and great for Paralympic sport. I know there’s a lot of controversy behind it. I’m probably a little bit biased, because I’m friends with Oscar and I’ve trained with him, but he’s worked very hard to get where he has done, and I think you’ve got to take your hat off to him. Long may it continue. The bottom line is he’s been cleared to run by the governing body, so let him run. It’ll put a few people’s noses out of joint, because he’s going to beat a lot of able-bodied athletes, but I think it’s fantastic for him and the sport.

How far do you think he can go in the competition?
A good lane draw is vital. If he’s drawn in lane 1 and it’s raining, it’s not good for him – he doesn’t like running in rain. But if he gets a good lane, then I think he could definitely make the semi-finals, and when you make the semis of a world championships, anything can happen on the day. He’ll have to run near his best to get through the heats, but I think he’ll do that.

Channel 4 is covering the event for the first time this year. What can we expect from their coverage?
I hope we do the sport justice. You’ll have a lot of people who are used to having watched it on the BBC for years, but I think we’ll do it slightly different. I think we could make it very modern, and appeal to the masses. There will be different audiences watching it – you’ve got your die-hard athletics fans who know everything, and also hopefully newcomers to the sport who won’t understand all the technicalities behind the events,. So it’s our job to try and portray that without being patronising. I think, hopefully, we’ll do a good job, and people will come away and enjoy the coverage.

Are you looking forward to working with Michael Johnson?
Definitely. I can’t wait to work with Michael. I had a long career against him, and I’ve got a lot of respect for him as an athlete. I also respect him as a pundit as well. I think he’s very good at his job, he tells it how it is, and I’m looking forward to sitting next to him on a sofa and hopefully forming a nice little double act together.

How have you taken to life in front of the camera? Are you enjoying it?
Yeah, I am actually. I think my career was cut short with bad injuries, and I never got back to running fast after the injuries, and don’t get me wrong, I’d rather be ten years younger and still competing, but if I can’t do that, the next best thing is trying to help others enjoy the sport that I love so much. I really enjoy TV work.

You’re still the British 400m record holder. Do you want to keep that, or would you like to see it broken, because that would mean the next great 400m runner was coming through?
If I’m honest, a bit of both. As a lover of the sport, I’m really surprised it’s still standing. You’d think with technology, and better understanding of nutrition and training, it would go. As a lover of the sport, I‘d definitely like to see my British record go. But it also indicates to me how good our generation was. In 1998 Roger Black came forth in our British trials, running 44.6. Someone running 44.6 would be number one in the world this year.

Was that one of the secrets of your success, that you, Roger, Jamie Baulch and so on were all pushing each other on?
Absolutely, 100 per cent. Domestic rivalry is crucial. If I hadn’t had to run 44.3 to be Britain’s best, perhaps I would have only run 44.8. I still would have trained as hard, but subconsciously I think you need to be pushed on. We’ve always had great 400m runners. Half of me is very proud to have the British record, but if I’m honest, I’d like to see it go.

Lastly, you alluded to this at the beginning, but how will you feel being out there trackside when the 400m final is going on?
I miss it every day. Whenever I’m out there and there’s a 400m race about to start, I get the jitters and want to start doing my stretches. I think to myself, “You know what? I could still do that.” But I can’t, I don’t train and I’m old. I miss the sport every day. You can guarantee, when the 400m is on, I’ll be on the edge of my seat, jumping around like a loon, because I’ll wish that I was still out there.

Athletics: IAAF World Championships 2011 starts Saturday 27 August. Iwan Thomas is part of Channel 4’s team of experts who will be bringing you extensive coverage from Deagu, with expert opinions, in depth interviews and live commentary of the entire Championships.

For the latest Athletics: IAAF World Championships 2011 News – http://athletics.channel4.com/index.html

By Benjie Goodhart

Thanks to Channel 4’s coverage of the IAAF World Championships 2011.

Tennis Players and Celebrities celebrate the start of the 125th Wimbledon Championship

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Tennis Players and Celebrities celebrate the start of the 125th Wimbledon Championship at the WTA Pre Wimbledon party in association with Range Rover

Last night saw the best of women’s tennis come out to celebrate the start of Wimbledon Championships for 2011.

Celebrities including Eliza Doolittle, Holly Branson, Kimberly Wyatt, Naomi Harris, Holly Valance, Patsy Kensit, Lord Sugar and Tinie Tempah joined the players at the exclusive bash held at The Roof Gardens in Kensington. The venue was decorated with a Turkish theme to acknowledge Istanbul as the host of this year’s Championship.

The event, sponsored by Range Rover, in conjunction with the launch of the all new Evoque, saw fashion take centre stage with a historical collaboration between the British Fashion Council and the Women’s Tennis Association. To celebrate the rise of fashion within the sport, top designers including Vivienne Westwood and Stella McCartney created dresses for some of the top female players.

Rising British stars Heather Watson and Laura Robson were also dressed to impress ahead of their run in the tournament, wearing stunning dresses by Mulberry and Temperley respectively.

Elen Rivas graced the red carpet and showed no signs of upset over this week’s announcement of Lampard’s engagement. She did however manage to avoid answering any questions on the subject and instead was telling everyone about her plans to become a fashion stylist.

Sinitta turned up looking glamorous and refusing to comment on whether the rumours about her and Steve Jones were true.

Jared from Kings of Leon turned up towards the end of the evening without his fellow band mates to enjoy a much needed night off from their current hectic schedule.

George Lamb was a hit with the ladies, with a swarm following him around all night.

Range Rover added music and colour to the party with an interactive Evoque inspired wireframe art installation named ‘Sounds of the City’. Guests were able to create their own sound and light show by engaging with the installation throughout the evening.

England’s top tennis tournament, set to kick of on Monday 20th June, is celebrating its 125th year

Katy Perry and David Beckham Team Up For Adidas

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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.

www.adidas.com/areyouin