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Chapter

All Adidas March14 En


Department
Marketing
Course Code
MKT 7300
Professor
All

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adidas is all in
Launching the biggest marketing campaign in the brand’s history
Herzogenaurach, March 14, 2011 On March 16, 2011, adidas unveils its latest global
brand campaign. This is the first time that the company has created a campaign
leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-
brands, ensuring that it is the most diverse and all-encompassing glimpse into the brand
ever. 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 Beckham 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.
“In the past ten years we have successfully extended the adidas brand into three
powerful sub-brands with adidas Sport Performance, adidas Originals and adidas Sport
Style. Now we are proud to be able to show the breadth and depth of the adidas brand in
one global brand campaign,” explains Erich Stamminger, member of the Executive Board
responsible for Global Brands. "all adidas’ is the biggest campaign we have ever executed.
Its creative concept brings together the diversity of the brand under one strong roof.
From the court to the catwalk, the stadium to the street, we are giving an authentic
statement with credibility only adidas has.”
Directed by Romain Gavras, the campaign is built around 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 Facebook, where adidas serves up daily, in-depth exclusive content
from the various parts of the brand from new product releases to competitions for Katy
Perry tickets and much more. adidas already engages in excess of 10 million fans of the
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