Adidas has unveiled a "contrarian" campaign for its "Superstar" shoe, with brand ambassadors David Beckham, singers Pharrell and Rita Ora and NBA Portland Trail Blazers player Damian Lilllard all "questioning the role of social media in personal validation," according to Shona Ghosh of MARKETING MAGAZINE. Taking its "cue from societal obsession with celebritydom, the ad tries to convey the individual chutzpah that makes a superstar." The spot marks the start of a global '15 campaign for the adidas Originals brand, "with the Superstar celebrating its 45th birthday this year." It features the four stars "discussing what it does not mean to be a celebrity." Adidas said in a statement, "Social media has completely redefined the concepts of self-expression, originality and creativity and, throughout 2015, [this] campaign will question the need for external validation and celebrity worship." In spite of its "apparent disdain for social media celebrity, Adidas is pushing the ad on Facebook, Instagram, Twitter, YouTube and Tumblr" (
MARKETING MAGAZINE, 1/9).
ADIDAS INFLUENCE: In Liverpool, Chris Beesley reported adidas reportedly has "played a big part" in Liverpool captain Steven Gerrard's move to Major League Soccer club L.A. Galaxy which "comes as no surprise" to Salford University Centre for Sports Business Dir Chris Brady. The move comes against the backdrop of a "worldwide marketing battle" between adidas and "their fierce rivals Nike." Brady said, "I couldn't imagine that adidas wouldn't be involved. They've got one of the major sponsorship deals in MLS, they pump in around $20 million a year and the deal runs through to 2018 so for Steven Gerrard's lifespan in the MLS adidas are going to be involved" (LIVERPOOL ECHO, 1/11).