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Volume 7 No. 149
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Adidas Launches Sport 15 Brand Campaign Designed To Motivate Young Athletes

Adidas has begun a global roll-out of a series of films called Sport 15. Throughout the year, Sport 15 will tell brand stories that aim to motivate young athletes. The first films show adidas endorsers including Barcelona's Lionel Messi, Real Madrid's James Rodriguez and the NBA Chicago Bulls' Derrick Rose. Adidas Board Member Responsible for Global Brands Eric Liedtke said, "Sport 15 is more than a campaign. Sport 15 is a long-term investment into our brand." The campaign will be primarily activated via broadcast. In addition, adidas will also bring the story to life through a strategic roll-out across social media via adidas global news rooms located in Herzogenaurach, London, Portland, Shanghai, Moscow and Rio de Janeiro. The films were created by longterm adidas agency partner 180 Los Angeles (adidas). ADWEEK'S Michael McCarthy reported adidas VP of Brand Activation Simon Atkins said the Sport 15 effort will be Adidas' "biggest brand campaign since 'All In or Nothing' in 2011." He added that all told, it will be the brand's "biggest ever" ad spend in the U.S., but declined to "spell out numbers." Atkins: "What you're seeing is adidas rewriting our playbook about how we want to express our brand, week in, week out" (ADWEEK, 2/13).