Adidas has launched today the biggest marketing campaign in its history called ‘All Adidas’ that will bring together top celebrities from sports, music and fashion like David Beckham, Katy Perry and B.o.B.

Adidas’ lead agency, the Montreal-based Sid Lee, created and produced the global campaign.

Built around two television spots, the campaign is aimed at “showcas[ing] Adidas’ distinctive presence across different cultures and lifestyles”. All advertisements will feature for the first time three sub-brands—Sport Performance, Originals and Sport Style—in a single campaign, the company said.

The celebrities star in a video directed by Romain Gavras (see above) that celebrates what the German company calls the “game face”—the “look of glory or defeat we reveal at the most pivotal moment in the game”, the company said.

To spark conversation among its fans, Adidas has set up a Facebook page for users to send in their ‘game faces’. The sporting goods brand will select a few photos to appear beside its own stars in a special television commercial that will premiere at the MTV Movie Awards on 5 June.

“Today’s consumers are not one-dimensional,” president of Adidas America Patrik Nilsson said in a statement. “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.”

[via Adidas]


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