Adidas Unveils The Biggest Marketing Campaign In The Brand’s History

Posted: March 15, 2011 in Brand management, Marketing

Adidas, global giant brand of sportswear, launches the ‘all adidas’ global campaign which is the largest one in the brand history though the amount being spent was not revealed. With this massive marketing push, the brand’s distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion comes on the scene. This is the first time that the brand features adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single advertising project.

Adidas is set to launch its biggest global marketing campaign with the tagline “Adidas Is All In” on March 16 with the unveiling of a new star-studded brand campaign, including the passion athletes, musicians and artists. The new campaign, directed by Romain Gavras and featured the song ‘Civilization’ by French electronic band Justice, takes a gritty, authentic look into the visceral nature of raw passion. The campaign also features a number of Adidas’ brand ambassadors including NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.

Adidas said the global campaign, created by Montreal-based agency  agency Sid Lee, is “the most diverse and all-encompassing glimpse into the brand ever.” The ‘all adidas’ campaign, showing the ambassadors in their prospective professional environments, is centered around the message that when you love your game, whatever the game, you put your all into it.

Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of adidas America. “They live across the cultural spectrum and that’s where adidas has its edge. The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond.  The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.

With a two-minute extended online version, the campaign is built around a 30- and 60-second TV commercial, which will be aired on TV and in cinemas. Fans can continue the conversion online through social platforms including and, where adidas will serve up in-depth content to consumers. Moreover, adidas is asking fans to submit their own best game face photo to for a chance to be on a special TV commercial with other adidas stars during the MTV Movie Awards on June 5.

Similar to many TV spots from its arch-rival Nike, Adidas’ launch commercial is prominently a fast-paced, slickly edited montage of imagery featuring Rose, an MVP candidate, and other star endorsers in action. There is a wide array of Adidas footwear and apparel on views. As a part of the overall campaign, Rose also will be featured in new print ads as well as the TV ads.

This new advertising push marks the first time Adidas has meshed its sports division with its other, more leisure-focused apparel and shoe divisions in one unified ad campaign.

  1. JS says:

    Really inspiring campaign. I like it.

  2. Shan says:

    All day I dream about sex top brand I even came across AD11DAS registration number plate up for sale 2011 eye catching plate

  3. Gokhan says:

    Nice and creative descriprion Dilek..well done

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