• by Sarah Mahoney  @mahoney_sarah, March 14, 2011

Adidas says "All Adidas," the marketing campaign it will unveil March 16, is its biggest brand campaign ever. The German company will use 30-second and 60-second TV spots, plus a two-minute online video, to convince consumers that Adidas is a brand that means something both on and off the field.

While the spots are studded with as many mega-athletes as any other sneaker campaign— including NBA star Derrick Rose, soccer legend David Beckham, skateboarders and the University of Notre Dame football players—they also feature musicians, namely pop princess Katy Perry and hip-hop artist B.o.B. It's also the first time it has combined advertising for all its Adidas brands, Sport Performance, Adidas Originals, and Adidas Sport Style, in one campaign.

"It's conventional wisdom that something like 80 to 85% of athletic shoes are never even worn for their intended purpose," Matt Powell, an analyst at SportsOneSource, tells Marketing Daily. "It is a fashion business, and it is a business that's driven by celebrities, so a campaign like this is absolutely appropriate." He adds that Nike, the market leader both in the U.S. and around the world, has also collaborated with musicians, though more in design than in marketing.