After collaborating on several projects over the last two years, Adidas has named Sid Lee its lead global creative agency for Originals, its sport lifestyle clothing brand. The account is estimated to be worth more than $5 million.
“For the adidas Originals brand, we wanted to tap into Sid Lee’s progressive approach that has taken integration to a new level by seamlessly managing all possible contact points with consumers,” said Hermann Deininger, chief marketing officer for Adidas Sport Style, the division that oversees Originals, in a statement. He applauded the agency’s mutli-disciplinary approach to brand building, something he said is necessary in a market moving away from traditional advertising.
The athletic clothier notified the agency in August 2007 that it was looking to review its relationship with Amsterdam-based incumbent 180. The two agencies and two other European-based firms squared off shortly thereafter. While Sid Lee’s victory was formalized today, it has been acting as lead global agency on the brand since January, according to Sid Lee chair Bertrand Cesvet.
Sid Lee worked on Originals prior to the review, helping launch the Denim By Diesel collection, a collaboration with jeans maker Diesel. Prior to that, the 250-person shop redesigned the Adidas retail store in New York, a format that is currently being exported globally.
“It’s a very entrepreneurial way to get a client,” said Cesvet. “We came in the back door. It’s something we’ve done over and over again.”
Sid Lee became agency of record for Cirque du Soleil in much the same manner, starting out with project work, working itself up to interactive agency and eventually winning the entire account from Cossette Marketing Communications in 2000.
The now formalized relationship will see the Montreal agency developing brand positioning for Adidas’ lifestyle division, overseeing traditional, interactive, retail and experiential advertising. Distribution and local execution remains with TBWA/Chiat/Day.
The agency is currently developing the new campaign, which Cesvet expects to launch in November.
