Adidas Canada Limited

Adidas Canada Limited

March 14, 2011 09:41 ET

adidas Is All In

Launching the Biggest Marketing Campaign in the Brand's History

TORONTO, ONTARIO--(Marketwire - March 14, 2011) -


Editors Note: There is a photo associated with this press release.

Fusing the worlds of sport, music and fashion, this Wednesday, adidas will launch the company's boldest marketing campaign ever. The campaign will leverage the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands.

Captured in their natural, authentic surroundings, brand ambassadors from soccer 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. 

"The campaign showcases adidas' distinctive presence across and into different sports, cultures and lifestyles," explains Steve Ralph, President of adidas Canada Ltd. "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."

Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for lifestyle label adidas Originals at the start of 2008 and developed the global campaigns for Originals in 2009 and 2010. In 2010, Sid Lee was announced as the global lead-agency for the entire adidas brand.

"Passion is the driving force behind the creative and the adidas brands demonstrated by the game face, which is raw, spontaneous and speaks directly from the gut," says Jeff Cooper, adidas Canada's Director of Marketing. "Our consumers will love this campaign because we recognize they have the same kind of passion whatever their game may be."

The "all adidas" campaign speaks to a broad consumer group with a clear focus on the 14- to 28–year-old consumers and the way they utilize and consume media today. Carat Canada is responsible for the media buy, which includes a broad mix of television, cinema, out-of-home and digital.

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 brand on a regular basis across these platforms. In addition, the creative will come to life in a complete through-the-line offering, including mobile, retail, activation events and print.

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. 

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