When you love your game, whatever the game, you put your all into it. This is what brand ambassadors from football stars Lionel Messi and David Beckham to NBA star Derrick Rose and pop icon Katy Perry to the adidas skateboarding team and many more have shown.
Basically, the campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion.
"’all adidas’ is the biggest campaign we have ever executed. 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.” explains Erich Stamminger, member of the Executive Board responsible for Global Brands. “In the past ten 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.”
“This campaign captures the very essence of adidas. The all-embracing passion for the love of the game is the connection we have with our consumers. As an athlete, you go ‘all in’ to surpass your limits. As an artiste, you go ‘all in’ to break new ground. As a fan, you go ‘all in’ to support your favourite team. And as a brand, we go ‘all in’ to support you in what you love,” said Marcus Chew, adidas Senior Manager, Brand Communications and Sports Marketing, Area SEA.
The “all adidas” campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. There’s definitely more to come, watch out for more details that will be posted on http://www.facebook.com/adidasPhilippines.