This is the first time that the sporting goods manufacturer has created a campaign that merges its three sub-brands: ‘Sport Performance’, ‘Originals’ and ‘Sport Style’. By fusing the worlds of sport, music and fashion, it gives the most diverse glimpse into the brand to this date.

Named “all adidas”, the campaign showcases the brand’s presence across different sports, cultures and lifestyles, featuring celebrities such as football stars Lionel Messi and David Beckham, NBA star Derrick Rose and even pop icon Katy Perry.

“In the past ten years we have successfully extended the adidas brand into three powerful sub-brands... Now we are proud to be able to show the breadth and depth of the adidas brand in one global campaign, explains 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”

Sneak preview of "all adidas", set to launch in only 2 days
Created and produced by advertising agency Sid Lee, the campaign is set to launch on March 16th and will be broadcast throughout 2011 in a mix of environments from the catwalk, the stadium and to the street. There will be a 30- and 60-second version of the ad made for the TV and cinemas, as well as an extended 2-minute version created to run online.


Marina Felippe