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Volume 24 No. 112
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Adidas To Launch Global Advertising Campaign Around Sub-Brands

Rose appearing in
TV, print ads
adidas tomorrow will launch a new global ad campaign around its Sport Performance, Originals and Sports Style labels, the first time the company has dedicated a campaign to its sub-brands. The campaign will feature brand ambassadors FC Barcelona F Lionel Messi, MLS Galaxy MF David Beckham, Bulls G Derrick Rose, singer Katy Perry and members of the adidas skateboarding team. The campaign includes 30- and 60-second spots and an extended two-minute online ad. The spots were directed by Romain Gavras and created and produced by Sid Lee, Montreal (adidas). In Chicago, Lewis Lazare notes Rose is “prominently featured in the 60-second commercial," a “fast-paced, slickly edited montage of imagery.” A “wide array of Adidas footwear and apparel is also on view as the spot zips along.” In addition to the TV spots, Rose will be featured “in new print ads that are part of the overall campaign.” The new ad push “marks the first time Adidas has meshed its sports division with its other, more leisure-focused apparel and shoe divisions in one unified ad campaign” (CHICAGO SUN-TIMES, 3/15).

JUST FOR KICKS: In Portland, Allan Brettman notes the MLS season begins tonight and adidas’ “three stripes will be everywhere as every team will be outfitted in a uniform designed at the Adidas America office in North Portland.” adidas is “among a few companies comprising the 22 MLS sponsors who've been financial partners” since the league’s inception in '96. adidas last August “extended its contractual commitment to the league” through '18. Brettman notes adidas' presence in MLS “doesn't end with uniforms, balls, equipment and merchandise.” The company tomorrow “will kick off its largest brand marketing campaign ever,” and Adidas America Dir of Brand Marketing for Sport Performance Britt Jorgenson said, "We do have plans to integrate the MLS into this campaign starting on a smaller scale in March. As we move to the summer and then the playoffs we'll come back with a soccer and MLS story line similar to what you're seeing" in the original video commercials (Portland OREGONIAN, 3/15).