By Barry Janoff, Executive Editor
March 14, 2011: It's March madness in Portland and around the world — not so much for the NCAA men's basketball tournament but because adidas has unveiled details of its “All adidas” global brand effort.
In what the brand is calling the "largest marketing campaign" in company history, multi-media efforts will feature spokespersons from entertainment and sports, including Katy Perry and Dwight Howard. In addition, it will for the first time encompass adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single push.
Adidas spokespersons from sports and entertainment will put on their best game faces, including Perry, hip hop artist B.o.B., NBA players Derrick Rose and Howard, top-ranked tennis players Ana Ivanovic and Caroline Wozniacki, soccer stars David Beckham and Lionel Messi and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.
The campaign, which was teased last week with several five-second TV spots, officially launches March 16 via 30- and 60-second TV spots, print, and Internet, including YouTube, Facebook, Twitter and other social networking sites. Lead agency is Montreal-based agency Sid Lee.
“Today’s consumers are not one-dimensional. They live across the cultural spectrum and that’s where adidas has its edge," Patrik Nilsson, president of adidas America, said in a statement. “The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond."
Spend for the global campaign was not revealed. In its Q4 October-December 2010 financial report released in early March, adidas reported that "sales and marketing expenses should decline [in 2011], in part due to the comparison with last year's outlay for the football World Cup in South Africa."
According to adidas, the heart of the "All adidas" campaign is the "celebration of the game face – the look of glory or defeat we reveal at the most pivotal moment in the game." As such, adidas is asking consumers to submit their own "best game face" photo for a chance to be on a special TV commercial with other adidas stars during the MTV Movie Awards on June 5. (Full details here.)
Consumers can also interact with the "All adidas" campaign through social platforms including YouTube, where adidas said it would "serve up in-depth content to consumers."
The ''All adidas" push is expected to further connect with consumers following efforts in 2010 that CEO Herbert Hainer said "beat all our initial expectations for the year . . . All our brands scored with consumers in an improving worldwide economy," Hainer said in a statement in conjunction with the release of the company's Q4 financial statement.
"[This] allows us to create stronger, truer connections with consumers by encouraging and celebrating a mix of interests and passions central to their lives."
"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," said Nilsson.
The TV spots were directed by Romain Gavras and feature the song “Civilization” by French electronic band Justice. Sid Lee was named the global lead-agency for the entire adidas brand in 2010.