“all adidas”, the new global marketing campaign, is the biggest in company’s history and showcases adidas’ distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion and is the first time the company features adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single campaign.
The new campaign starts on March 16th and captures the passion athletes, musicians and artists put into their “game” and takes a gritty, authentic look into the visceral nature of raw passion.
Directed by Romain Gavras and featuring the song “Civilization” by French electronic band Justice, the campaign features NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.
The campaign is built around a 30- and 60-second TV commercial and a two-minute extended online version. Fans can continue the conversation online through social platforms including Facebook and YouTube, where adidas will serve up in-depth content to consumers.
The global campaign was created and produced by Montreal-based agency Sid Lee, that 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.