Today, on March 29, adidas enters the next stage of its ‘adidas is all in’ brand campaign and announces that passion unites us all, despite of gender, age, geography and money.
The new video spot ‘We all run’ featuring brand ambassadors such as FIFA World Player of the Year Lionel Messi, football icon David Beckham, the NBA’s most significant player Derrick Rose and pop star Katy Perry shows each of them running down the streets in their city. The message is: there are no boundaries, the world is going all in with you. The 30 sec spot features Perry’s song ‘Part of me’ remixed by Thin White Duke.
“In 2011, we brought together the diversity, the breadth and depth of our brand in the biggest marketing campaign we have ever executed. This year, we will take it one step further and invite fans and consumers to be an active part of the campaign activation by inviting them to give voice to their all in moments, their motivations and inspirations. The brand wants to go all in side by side with its fans” says Hermann Deininger, CMO of brand adidas.
The campaign promotes the new Climacool Seduction apparel and footwear collection, which is designed to provide athletes with a 360° ventilation and help them improve performance.
Directed by the Brazilian Jones and Tino, the 30-second commercial will air on TV and cinema, while a 15 sec bumper will run on TV and online.
Consumers will be able to prove they are ‘Ready to Run’ by visiting adidas.com, where they can do it in a fun way. Winners will be rewarded with prices and an exclusive meet with an adidas ambassador or access to global sport events.
‘adidas is all in’ is the biggest marketing campaign in the company’s history that was launched in March 2011. The campaign highlight adidas’ presence across different sports and cultures and mixes together sport, music and fashion. According to the company, the latest stage will kick off in the second half of the year focusing on the Originals collection.
This month, adidas is also running a competition encouraging fans to show that they are ‘all in’ with the sport they like.