all adidas campaign, launch of denim, bags

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 brand into three powerful sub-brands. Now we show the breadth and depth of the brand in one global brand campaign, 'all adidas," explains Erich Stamminger, member of the executive board responsible for global brands. "It 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 that the brand has."

Multi-media campaign

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 online version. Viewers and fans can then continue the conversation online through social platforms such as Facebook, where it serves up daily, in-depth exclusive content from the various parts of the brand - from new product releases to competitions for Katy Perry tickets. It 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.

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

Denim, bags adds to mix

Recently launched denim will become an integral part of the overall Originals Blues offer. The collection is going to be extended to other styles and will also build on continuity, carrying over successful and familiar fits from season to season.

For men the offer consists of a classic relaxed fit called Conductor and Rekord, a modern slim carrot fit. On the women side there is the skinny fit Cupie and a boyfriend cut called Winneta. Building on the popularity of brand's footwear, all denim cuts are specially designed to be wearable with a pair of sneakers.

Besides this offer, the collection also introduces a collection of quality bags, in reversible canvas and nylon tote bags, multifunctional backpacks and leather weekender and computer bags.