SBD/August 10, 2011/Marketing and Sponsorship

adidas Launching Most Extensive Campaign For Originals Line In Three Years

adidas Originals today unveiled its fall '11 “all Originals" campaign with a national TV and digital roll-out. The campaign features adidas endorsers Magic C Dwight Howard, Hawks F Josh Smith, Bills RB C.J. Spiller, fashion designer Jeremy Scott and musicians Snoop Dogg, Big Sean and Sky Ferreira set against the brand’s footwear and apparel. The campaign, via Kamp Grizzly, Portland, was shot in N.Y., Portland, L.A. and Atlanta. It includes TV, digital media, and retail and event activation components (adidas). Kelly Olmstead, adidas America's Dir of Brand Marketing for the sport style division, said that this is the "most extensive campaign for the Originals in three years." In Portland, Allan Brettman reports the campaign includes "four oldies-but-goodies from its grab bag of hundreds of discontinued styles" -- the Gazelle, Superstar, Samoa and Campus styles. Olmstead said the four styles "are still some of our best-selling products." Olmstead: "We wanted to celebrate that. No other brand has a history like that." Brettman notes the campaign, which is "limited to the U.S. and Canada markets and concluding Labor Day, is aimed primarily at 15 to 18-year-old consumers making back-to-school purchases." The campaign "got its first public exposure over the weekend" during Lollapalooza in Chicago. The largest Originals campaign had been the "House Party" effort, which "coincided with the 60th anniversary of the Adidas brand in 2008" (Portland OREGONIAN, 8/10).

AD REVIEW: ADWEEK's Gabriel Beltrone reviewed the first TV ad from the new Originals campaign and wrote it "continues the brand's tradition of cutting star-studded spots to push its line of classic sneakers and street wear." The ad "feels more accessible than much of the recent high-profile work for Adidas Originals -- less pure atmosphere and more direct appeal to the self-image of its target consumers." The spot "also ties in mention of the campaign's four centerpiece shoe styles ... and enough product shots to make any brand manager weep with joy" (, 8/9).
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