On 16 March 2011 adidas shall unveil its latest global brand campaign, ‘all adidas’, which is billed as the ‘biggest marketing campaign in the brand’s history.’
This is the first time that the company has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands, ensuring the most diverse and all-encompassing glimpse into the brand.
The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion.
“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,” explained 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.”
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 on 16 March 2011.
Directed by Romain Gavras, 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.
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.
adidas already engages in excess of 10 million fans of the brand on a regular basis across these platforms. 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. 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.
In 2010, Sid Lee was announced as the global lead-agency for the entire adidas brand.
