Adidas to Launch Their Biggest Ever Global Brand Campaign

March 15, 2011

Adidas AG, the world’s second-largest sporting goods company, will unveil its latest and biggest ever global brand campaign as of tomorrow, March 16.

The new initiative will become the first time that the brand has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands, ensuring that it is the most diverse and all-encompassing glimpse into the brand ever. 

The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion, according to a statement released by the company.

The campaign will Feature brand ambassadors from the world of sport and entertainment, including soccer stars Lionel Messi and David Beckham, National Basketball Association player Derrick Rose and pop icon Katy Perry, joining the adidas skateboarding team, among others.

Erich Stamminger, member of the executive board responsible for Global Brands, staed: “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.

“’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.”

The campaign will be run in various versions including 30- and 60-second commercials for TV and Cinema, as well as an extended 2-minute version online.

Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up 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 addition, the creative will come to life in a complete through-the-line offering, including mobile, retail, activation events and print.

Montreal-based agency Sid Lee created and produced the global campaign and was hired as the global advertising agency for adidas Originals at the start of 2008, developing 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.

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. It will be teased before it kicks off with the global launch of the hero advert film on Wednesday, 16 March.