Adidas Launches New Marketing Campaign

Sports products company Adidas has unveiled the “all adidas” global brand campaign, stated to be the brand’s largest marketing campaign in history. 

The campaign showcases Adidas’ distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion. And it is the first time the company features Adidas Sport Performance, Adidas Originals and Adidas Sport Style sub-brands in a single campaign.

The new campaign, launching March 16, captures the passion athletes, musicians and artists put into their “game” and takes a gritty, authentic look into the visceral nature of raw passion, says the company.

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Directed by Romain Gavras and featuring the song “Civilization” by French electronic band Justice, the campaign features NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.

“Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of Adidas America. “They live across the cultural spectrum. The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.”

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The campaign is built around a 30- and 60-second TV commercial and a two-minute extended online version. Fans can continue the conversation online through social platforms including and, where adidas will serve up content to consumers. 

The company is asking people to submit their own best game face photo for a chance to be on a special TV commercial with other Adidas stars during the MTV Movie Awards on June 5.  You can visit to submit your photo.

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Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for lifestyle label Adidas Originals at the start of 2008 and developed the global campaigns for Originals in 2009 and 2010. In 2010, Sid Lee was announced as the global lead-agency for the entire Adidas brand.

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Rakesh Raman