Wednesday, March 16, 2011

Adidas fires up its largest ad campaign ever

Adidas fires up its largest ad campaign ever

By David Griner on Mar 16 2011 Tweet

Adidas anthem

Adidas today launched what it's describing as its "largest marketing campaign in history," packed with enough pro athletes, pop stars and adrenaline overload to finally put it on par with heavy-spending competitors Nike and Reebok. (UPDATE: Commenter rightly points out that Adidas owns Reebok, which I have to say I didn't know.) The "All Adidas" campaign was created by Montreal agency Sid Lee, which was named global lead for the Adidas brand in 2010. The campaign's 60-second anthem spot, shown below (with two print executions featured after the jump), includes Derrick Rose of the Chicago Bulls, singer Katy Perry, mainstream rapper B.o.B., soccer stars David Beckham and Lionel Messi, plus a whole mess of skateboarders recognizable only to people who own skateboards. It's an impressive cast, sure, but is going big really the smart route for Adidas to take in a field already crowded with powerhouse brands? In other words, wouldn't it better if the ads seemed more like Adidas trying to be Adidas and less like Sid Lee trying to be Wieden + Kennedy? 

All adidas print

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