Magazine article Marketing

Adidas Runs First Global Multibrand Ad Campaign

Magazine article Marketing

Adidas Runs First Global Multibrand Ad Campaign

Article excerpt

Adidas has shifted to an overarching advertising strategy with a star-studded global campaign which, for the first time, promotes all three of its sub-brands.

The campaign, which launches today (16 March) during Channel 4's Hollyoaks, includes the Adidas Sport Performance, Originals and Sport Style ranges. Each line was previously advertised separately.

The activity features an array of Adidas brand ambassadors, including David Beckham, Argentinian football star Lionel Messi and pop singer Katy Perry.

The campaign also includes appearances by British heptathlete Jessica Ennis, tennis player Andy Murray and NBA star Derrick Rose.

Thirtyand 60-second TV spots, by ad agency Sid Lee, showcase the stars performing in their respective sports and end with Adidas' classic three-stripe logo.

The TV ads have been dir-ected by Romain Gavras, best known for creating music videos for groups such as Justice, which has provided the ads' soundtrack.

'In the past 10 years we have successfully extended the Adidas brand into three powerful sub-brands,' said Erich Stamminger, head of global brands for Adidas. 'Now we are proud to be able to show the breadth and depth of the (core) brand in one global brand campaign. …

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