Adidas bucks trend with anniversary celebration
Adidas is launching its biggest global brand campaign to date to mark the 60th anniversary of the company registering its famous three-stripes mark.
The multimillion pound campaign features a galaxy of music, fashion and sport stars in an execution that bucks the trend towards more sombre advertising, reflecting the economic gloom.
David Beckham, Katy Perry, Missy Elliott, the Ting Tings and tennis icon Ilie Nastase, among others, will appear in the ad that is set at a glitzy house party. The ad has the strapline “Celebrate Originality”.
The party guests, all wearing Adidas Originals clothing and footwear, can be seen dancing to a DJ Palooksi remix of the Frankie Valli and the Four Seasons hit Beggin’.
The ad breaks this week with a 60-second execution of the television ad in the US and will be rolled out across the UK, Europe and the rest of the world in the new year.
A two-minute version will be on the Adidas Originals website. The year-long campaign will also include cinema, digital, retail, events and a print campaign which will launch throughout 2009.
The campaign was created by Montreal agency Sid Lee, which won the global advertising business for the company’s retro fashion brand, Adidas Originals, at the start of 2008. The win followed a review involving incumbent 180 Amsterdam.
