Tomorrow (March 16), sporting goods company Adidas is launching a massive global advertising campaign, All Adidas, reports OregonLive.
The new campaign, which boasts the slogan "all in," will feature basketball player Derrick Rose, pop star Katy Perry and soccer star David Beckham, among others.
The idea of the campaign, designed by Canadian ad agency Sid Lee, is to bring together the various lines under the Adidas brand – Sport Performance, adidas Originals and adidas Sport – into one cohesive campaign, and it just happens to be the most expensive marketing push ever undertaken by the company. With a worldwide launch, the global campaign have ads tailored to each region.
"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson, president of Adidas America. "It means we’re in every sport… We are the only brand with strong connection with consumers across several different areas… People in Europe already know this. I’m not so sure people in America know this," explained Nilsson.
All Adidas includes 30- and 60-second television ads, which will air on North American broadcast and cable networks, including a spot during American Idol. Short teasers of the ads, which started airing on ESPN this weekend, are now available on YouTube.
"This ‘All Adidas’ is very much intended to be a brand campaign and what we feel about the world of sports, music and fashion," said Britt Jorgenson of Adidas America.