Last Monday adidas launched their latest campaign, 'all adidas'. The campaign represents the first time in the brand’s history that a campaign has leveraged the three divisions that make up the brand – Sport Performance, adidas Originals and Sport Style, in a single commercial that shows the unique breadth and depth of the brand.
The campaign focuses on the adidas brand ambassadors, including football stars Lionel Messi and David Beckham, NBA star Derrick Rose, pop icon Katy Perry and the adidas skateboarding team, in their own surroundings doing what they love to do most. The main aim here is to showcase the brand’s distinctive presence across and into different sports, cultures and lifestyles, fusing the worlds of sport, music and fashion.
To celebrate the launch of the new campaign, adidas have had Irish International Rugby star Cian Healy produce a series of artwork depicting the Game Face theme of the campaign. Game Face is the visceral culmination of all that goes into the game, from the preparation, to the glory goal (or defeat), and features Cian's fellow international rugby stars Brian O’Driscoll, Paul O’Connell, Johnny Sexton and Ronan O’Gara. The artwork will be auctioned off for selected charities.
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.
The campaign will also have a social media side through Facebook and twitter, where adidas are posting 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.
“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 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. The ad will air on RTE 1, RTE 2, TV3, 3e, Universal, MTV, E!, E4, E4+1, Sky Sports 1 & 2, Sky Living, Sky Atlantic and Sky 1 through to 10th April. The ad will also feature in Cinema from 25th March to 28th April.