Adidas breaks new international campaign
Athletic shoe company Adidas has begun a new marketing campaign for its Sport Performance, Originals and Sport Style product lines. The international campaign, called "All Adidas," was developed by Montreal-based Sid Lee. It is aimed primarily at 14- to 28-year-old consumers. Carat Canada handled media buying, consisting of television, cinema, out-of-home and digital advertising, as well as social media activities. The creative features brand endorsees including soccer players Lionel Messi and David Beckham, basketball player Derrick Rose and pop singer Katy Perry. "The campaign showcases Adidas' distinctive presence across and into different sports, cultures and lifestyles," said Steve Ralph, president of Adidas Canada. "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."