adidas Encapsulates its 3 brands in One Ad

Hi everyone,
According to Marketing Magazine, adidas will air soon a TV campaign which will encapsulate the 3 adidas core brands; Sports Performance, Originals and Sport Style. A compelling way to outline 3 distinct segments that have become brands of their own.

The “All adidas” TV campaign will first air in the UK on Wednesday (16 March) on Channel 4. It represents a different tack for adidas, as, unlike previous campaigns, the ad showcases its three core brands – Sport Performance, Adidas Originals and Sport Style – in one offering. It will feature Adidas’s classic three-stripe logo.

The ad, by Montreal-based Sid Lee, features famous stars in their day jobs, for instance NBA star Derrick Rose is shown playing basketball and Beckham is shot playing football.

Erich Stamminger, head of global brands for adidas, said: “In the past 10 years we have successfully extended the adidas brand into three powerful sub-brands, with adidas Sport Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the breadth and depth of the adidas brand in one global brand campaign.”

Adidas offers different products to a wide range of age group and customers. Whether you are a sports fan, a “retro” style aficionado or a fashion victim, you will find a product that relates to your style. Now it will be  the first time that adidas will launch an ad which will “merge” the 3 core brands.

Adidas claims the campaign, which is running in both 30-second and 60-second versions on TV and in cinemas, marks its biggest to date. A two-minute version has also been created to run online.

It will be interesting to notice if football is majorly featured on this ad or not. Football is adidas’ leading category, and the ad may reflect the importance of football for the brand. Time will tell!

Karl Lusbec


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