Adidas is set to launch a massive global advertising campaign created by Montreal agency Sid Lee.
Adidas Canada president Steve Ralph described the “All Adidas” campaign—which will debut in more than 100 countries on Wednesday—as a “one-brand anthem” that will promote each of the athletic apparel company’s three product lines: Performance, Originals and Style.
“What this campaign does is fuse those three sub-brands together,” said Ralph. “Our research tells us that the 12- to 24-year-old [target audience] lives a life that is incredibly diverse; they’re into gaming, music, fashion and sports. Now is the perfect time to talk to that consumer about our brand being the most diverse brand in the business.”
Ralph said the campaign objective is to create a stronger emotional connection between Adidas and its core target. According to Ralph, research shows that the company is “falling behind” its chief competitor [Nike] when it comes to creating emotion around its brand.
The campaign creative will address what Ralph describes as the moment when top-flight performers—whether athletes or pop singers—get their “game face” on. While Adidas is keeping the creative under tight wraps until Wednesday, Ralph described it as “powerful,” “diverse” and “unexpected from Adidas.”
As with previous executions, the campaign will feature what Ralph described as a “who’s who” of popular culture—including athletes such as soccer stars David Beckham and Lionel Messi, NBA star Derrick Rose and pop singer Katy Perry.
Adidas’ YouTube channel is currently showing a series of five-second teaser spots comprised of a series of quick-cut images. The official two-minute anthem spot will appear online, while 30- and 60-second spots have been cut for TV and cinema. The spot will feature the song “Civilization” by French electro band Justice
In Canada, the campaign will be extended into the retail environment and other media channels including in-store and out-of-home, as well as the obligatory social media component. “It’s the biggest, boldest campaign we’ve ever done, that’s for sure,” said Ralph.
The first wave of the campaign will continue through mid-April before re-appearing in time for the crucial back-to-school advertising period.
Carat Canada oversaw the media buy.
Sid Lee has risen rapidly within the Adidas advertising hierarchy since first winning the Originals business early in 2008. It was handed work for the Y3 line in 2009 before being given responsibility for the entire Adidas portfolio last year.
“This is a significant project for them on a global scale,” said Ralph. “The work they’re doing with us is unprecedented in its scope and scale and the collaboration that’s going on.”
Ralph has spent 22 years with Adidas and said it has been transformed into a brand that is both “global” and “diverse” in that time.
“Twenty-two years ago, we were all about enhancing athletic performance, and we didn’t touch anything that wasn’t authentic and couldn’t be worn on the track or the basketball court or the football field,” he said. “We’ve now become a much more diverse brand.”