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SBD Global/July 3, 2012/Marketing and Sponsorship

Adidas Uses Big Marketing Push Ahead Of The Games

Adidas unveiled the next phase of its Olympic "Take the stage" campaign, according to Loulla-Mae Eleftheriou-Smith of CAMPAIGN LIVE. The campaign, created by advertising agency Sid Lee, features TV and outdoor ads. It will focus on Team Great Britain athletes and is being billed as the "brand's biggest-ever marketing spend." It is being supported "by a large-scale digital output" online. The campaign will run for the next six weeks and can be found on Facebook and Twitter, using the handle @adidasUK, with the hashtag #takethestage. The official Olympic sponsor and official sportswear partner for Team Great Britain uses U.K. Olympic athletes Jessica Ennis, Tom Daley, Louis Smith and Phillips Idowu, "each narrating their own ad." Athletes Pete Reed, Laura Trott and "Olympic footballers feature in the digital activity" (, 7/2).
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