words // Brandon Richard
Bringing the distinctive attributes of athletes, musicians, artists and fashionistas from around the world together in one setting, adidas has launched what they're calling their largest marketing campaign in history - all adidas. The new campaign, which officially launches today, features a series of Roman Gavras directed clips that showcase soccer stars David Beckham and Lionel Messi, Chicago Bull Derrick Rose, musicians B.o.B. and Katy Perry, the Notre Dame football team and skateboarders Silas Baxter-Neal and Lem Villemin among others.
All adidas is built around 30 and 60-second TV spots, as well as an extended two-minute online version. Using real in-game footage and French electronic band Justice's "Civilization" as a backing track, the clips capture the legitimate passion each athlete and artist incorporates into their "game."
“Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of adidas America. “They live across the cultural spectrum and that’s where adidas has its edge. The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond. The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.”
Sid Lee, a Montreal-based agency, produced the new global campaign. Brought aboard in 2008, Sid Lee was announced as the global lead-agency for the entire adidas brand in 2010.
120 Second Online Exclusive
60 Second TV Spot
30 Second TV Spot
adidas 17 - Lionel Messi
adidas 31 - Dwight Howard
adidas 15 - B.o.B
adidas 5 - Derrick Rose
adidas 18 - Skate
