adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
“This city is the stage where greatness is made. You can go from the top deck straight to the top of the charts. A high street honey can become the height of fashion. YouTube sensations turn into primetime stars. Even a hoop hustler can get a million fans. Wherever we go, the paps are never far behind and whatever we do, we’ll have an audience. This is the stage where greatness is made…and you’re up next,” says adidas in the online hub of the marketing project, www.adidas.com/all2012.
As part of the campaign, adidas released a 60-second TV ad created by Sid Lee and starring Team GB athletes Victoria Pendleton, Louis Smith and Tom Daley, as well as TV comedian Keith Lemon and musician Example and others—the TVC, which premiered at 20:12 on Saturday, April 7, during the ad break of the ITV1’s ‘Britain’s Got Talent,’ inspires audience to take their own paths and showcases the official Team GB kit. Those who like the soundtrack of the spot created by rapper Wretch 32, can download it from the website. But this is not the only gift the brand is offering to its fans.
The new marketing push also includes other spots, promoting adidas’ Sport, Street or Style product lines, and starring the brand’s ambassadors who are inviting adidas fans to enter competitions for a chance to win an exclusive prize—be invited to photograph David Beckham, open for Wretch 32 on his upcoming tour or ball Derrick Rose in Chicago (they also star in the ad)—and adidas apparel. Take the stage, Brits!