BrandArena: adidas Launches the Biggest Marketing Campaign in the Brand’s History

Thursday 21 July 2011

adidas Launches the Biggest Marketing Campaign in the Brand’s History

adidas unveils the ‘all adidas’ global campaign, the largest one in the brand’s history. The massive marketing push showcases the brand’s distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion and is the first time the company features adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single ad project.

The new campaign, launching March 16, captures the passion athletes, musicians and artists put into their ‘game’ and takes a gritty, authentic look into the visceral nature of raw passion. Directed by Romain Gavras and featuring the song ‘Civilization’ by French electronic band Justice, the campaign features NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B. and others.

According to Patrik Nilsson, president of adidas America: “They live across the cultural spectrum and that’s where adidas has its edge. The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond. The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.”

The campaign is built around a 30- and 60-second TV commercial and a two-minute extended online version. Fans can continue the conversation online through social platforms including and, where adidas will serve up in-depth content to consumers.

At the heart of the ‘all adidas’ campaign is the celebration of the game face—the look of glory or defeat we reveal at the most pivotal moment in the game.

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