words // Brandon Richard
This Friday, adidas Originals and Champs Sports will unveil the 2014 adicolorTV campaign, a first-of-its-kind video series created specifically for Instagram. Brand partners including Lil’ Jon, Robert Griffin III, Von Miller and DeMarco Murray are featured in the campaign, creating a unique blend of sports, style and music.
The campaign will run exclusively on Instagram at @ChampsSports and will operate like a television network airing variety programming over a period of six weeks. This format gives Champs and Originals a platform to highlight the adicolor brand and Champs as the exclusive destination to dial into the color game.
"Champs Sports is the destination for the latest in footwear and apparel for on and off the field for the varsity athlete. Through our partnership with adidas Originals and the adicolorTV campaign, we continue to prove that we know Game," said Scott Burton, Director of Marketing, Champs Sports. "Our strategy this season was to reach the high school athlete on the most engaging social platform, Instagram, through a variety of innovative and colorful content.”
“When we bring together a personality like Lil Jon, one of the best athletes in the game, RG3, and add in a heavy dose of the best of adidas gear, that really is what adicolor is all about,” said Kelly Olmstead, Director of Brand Marketing, adidas Sport Style. “We are excited to bring adicolor to the high school athlete in a new and inventive way through adicolorTV.”
Follow @ChampsSports for the debut episode on July 18.