Katy Perry, Singer and Adidas Brand Ambassador
International sporting goods manufacturer Adidas has unveiled its latest global brand campaign and media plans for deployment extensively throughout the MENA region. In a first for the Adidas brand, the company 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. Captured in their natural, authentic surroundings, brand ambassadors from football stars Lionel Messi and David Villa to NBA star Derrick Rose and pop icon Katy Perry to the Adidas skateboarding team and many more show that when you love your game, whatever the game, you put your all into it.
The creative concept brings together the diversity of the Adidas brand under one strong roof, with an authentic statement to the brand’s credibility whether on the court or the catwalk, the stadium or the street. The campaign will be run in eight markets across the Middle East and North Africa, with extensive coverage on major broadcast, cinema, outdoor and digital mediums.
“We’re excited to be bringing this first for Adidas to the MENA region. This is the biggest campaign we have ever executed globally and will be our flagship campaign for 2011,” said Eduard Massier, Marketing and Business Development Director at Adidas Emerging Markets. “’all Adidas’ brings together the depth and diversity of our sub-brands under one strong brand message, celebrating the love of the game, no matter the game. We believe this message will resonate well in the region and represent the passion of our Adidas Sport Performance, Adidas Originals and Adidas Sports Style customers.”
The campaign is built around the “Adidas is all in” hero spot directed by Romain Gavras and featuring the song “Civilization” by French electronic band Justice. There is 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 its global Facebook page, 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.
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.
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 March 16th, 2011.