Adidas set to kick off global campaign

This marks the first time Adidas will be incorporating its Sport Performance, Adidas Originals and Adidas Sport Style sub-brands together in one campaign produced by Montreal-based agency Sid Lee. It also showcases the company’s presence across different sports, cultures and lifestyles fusing the sport, music and fashion universe.

The campaign will feature both a 30 and 60 second commercial for both TV and theatres, together with an extended two-minute version for the web. Social media including Adidas’ Facebook page will feature new product releases and competitions for Katy Perry concert tickets, among others. Furthermore, the campaign will also involve mobile, retail, activation events and print advertising.

The ‘All Adidas’ campaign is set to run throughout 2011 in different venues ranging from sports events and music to lifestyle and fashion.  

Particularly in Southeast Asia, a 24-hour event titled ‘All 24’ will take place later in the year as a celebration of sport, street and style. Taking place in Thailand, Malaysia, Indonesia, Vietnam, Singapore and the Philippines, the event will provide enthusiasts a platform to go ‘all in’ and celebrate their passion.

Erich Stamminger, member of the executive board responsible for global brands, acknowledged that ‘All Adidas’ is the biggest campaign the company has executed to date.

“Now we are able to show the breadth and depth of the Adidas brand in one global brand campaign. 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.”