The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion. Captured in their natural, authentic surroundings, brand ambassadors from football stars Lionel Messi and David Villa to NBA star Derrick Rose and pop icon Katy Perry to the adidas skateboarding team and many more show that when you love your game, whatever the game, you put your all into it.
The campaign is built around the “adidas is all in” hero spot directed by Romain Gavras and featuring the song “Civilization” by French electronic band Justice. There is a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online. Viewers and fans can then continue the conversation with adidas online through social platforms such as its global Facebook page, where adidas serves up daily, in-depth exclusive content from the various parts of the brand. adidas already engages in excess of 10 million fans of the brand on a regular basis across these platforms.
The “all adidas” campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. It will be teased before it kicks off with the global launch of the hero advert film on March 16th, 2011.
For further news and information please visit www.adidas.com