Adidas to launch new global ad campaign
Adidas Canada president Steve Ralph has described the “All Adidas” campaign, which will debut in more than 100 countries on 16 March, 2011, as a “one-brand anthem” that will promote each of the athletic apparel company’s three product lines: performance, originals and style.
“What this campaign does is fuse those three sub-brands together,” said Mr Ralph. “Our research tells us that the 12- to 24-year-old [target audience] lives a life that is incredibly diverse; they’re into gaming, music, fashion and sports. Now is the perfect time to talk to that consumer about our brand being the most diverse brand in the business.”
Mr Ralph said the campaign objective is to create a stronger emotional connection between adidas and its core target. According to Mr Ralph, research shows that the company is “falling behind” its chief competitor, Nike, when it comes to creating emotion around its brand.
The campaign will address what Mr Ralph describes as the moment when top-flight performers – whether athletes or pop singers – “get their game face on”. Mr Ralph described the campaign as “powerful,” “diverse” and “unexpected”.
The brand’s YouTube channel is currently showing a series of five-second teaser spots comprised of a series of quick-cut images. The official two-minute anthem spot will appear online, while 30- and 60-second spots have been created for TV and cinema.
In Canada, the campaign will be extended into the retail environment and other media channels including in-store and out-of-home, as well as the obligatory social media component. “It’s the biggest, boldest campaign we’ve ever done, that’s for sure,” said Mr Ralph.
