Montreal-based Sid Lee, already agency of record for Adidas‘ Originals clothing line, is now responsible for marketing the company’s most important division, Performance.
The French magazine Stratégies was the first to report the rumour Wednesday morning, but MarketingQC also obtained confirmation from three independent, well-informed sources.
However, Sid Lee declined to confirm or deny the news. “No comment,” said Kristian Manchester, creative director and partner at Sid Lee.
The Dutch agency 180, a member of Omnicom’s TBWA group, was previously responsible for the Performance account. It also held the Originals division until the summer of 2008 when it was transferred to Sid Lee.
According to Stratégies, Performance represents 75% of Adidas’ earnings, making it the company’s most important account.
The fate of the company’s third portfolio, Style, remains uncertain. A source close to the story categorically states that “Sid Lee will be managing all the Adidas accounts this year,” but this information could not be confirmed.
Another source contends that Sid Lee has hired “at least twenty new employees” in previous weeks in preparation to meet Adidas’ new orders.
Without directly commenting this news, the Association of Quebec Advertising Agencies (AAPQ) welcomed the potential arrival of such an account to Montreal. “This would be beneficial not only for Sid Lee, but also for other agencies and creators from all walks of life because large international companies would see that Montreal has become an important creative center,” said Marie-Luce Ouellet, director of marketing, communications, and international development at the AAPQ. “Moreover, this may prompt other agencies to try their luck internationally.”
