Adidas Embarks on Largest Ever Print Advertising Campaign with Metro

Olympic sponsor adidas have agreed a deal with the Metro to have cover wraps on every edition of the English publication during the Olympics, help at a cost of £2.25m ($3.52m): making it the largest print campaign Adidas has ever run.

The cover will run on the 17 ‘main’ days of the Olympics, starting tomorrow, and will feature illustrations of stars such as Jessica Ennis, Sir Chris Hoy, Bradley Wiggins and Tom Daley; each scheduled to appear on the day that pictured athlete is competing.

The campaign was created by ad agency Sid Lee, with media buying handled by Carat.

Nick Craggs, UK marketing director at adidas, told the Guardian: “A consecutive cover wrap of this scale has never been done before, and demonstrates our commitment to driving stand-out as a partner of London 2012.”