Adidas has launched it's largest campaign to date. The global "all adidas" effort ties both sports, music and fashion; and the company's Sport Performance, Adidas Originals and Adidas Sport Style
lines into a single campaign that talks about one's "game face."
The campaign, launching this week features NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop singer Katy
Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.
The campaign comprises a 30- and 60-second TV commercial
and a two-minute extended online version, plus social media elements.
With the effort, via Montreal-based Sid Lee, Adidas hopes to get people to submit their own best game face photo for a
chance to be on a TV spot with Adidas-sponsored athletes at the MTV Movie Awards on June 5.
Adidas originally tapped Sid Lee as global AOR for lifestyle label Adidas Originals at the
start of 2008. After the agency developed the global campaigns for Originals in 2009 and 2010 it became Adidas' global lead-agency for the entire brand.