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SBD Global/December 14, 2012/Marketing and Sponsorship

Publication Taps Adidas As Top Advertiser In '12, Most-Talked-About During Olympics

Adidas "became part of history this summer," as its logo "became part of the iconography of the London 2012 Games," according to CAMPAIGN LIVE. The publication named the brand its "Advertiser of the Year." Adidas, a tier-one sponsor that paid £100M ($161M) for the role, "was the most-talked-about during the Games," and it "achieved this with the broadest, most-hard-working marketing of the event." Hiring on a world-renowned British fashion designer to create Team GB's kit "was one of the brand's first coups." Stella McCartney's involvement "helped propel public relations before the Games." The "take the stage" campaign, which "went way beyond the ubiquitous athlete-studded billboards and TV spots, kept the momentum going throughout" the event. Furthermore, adidas did not "limit its activity to the stars of the show." In the run-up to the Games, it invited "ordinary young people from each of London's boroughs to participate in online documentaries, telling their unique stories" (CAMPAIGN LIVE, 12/13).
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