adidas embarks on a new national branding campaign beginning this month. The campaign uses color to capture the raw emotions of sport and layers it with the 3-stripes, the authentic symbol of sport.
Based on sports-inspired color stories, the campaign highlights a range of color and product appealing to athletes and consumers at every level. The global concept developed in conjunction with TBWA/Chiat, utilizes both print and outdoor advertising elements. The concept is a yearlong campaign and will evolve seasonally.
Prints ads are beginning to break in top sport and lifestyle publications. Targeting both men and women the buy includes books like Sports Illustrated, ESPN Magazine, Maxim, Glamour, Shape and YM.
Starting in March, nine cities throughout the U.S. will showcase special out-of-home packages that take the adidas message to sports venues and key shopping districts. Premium wall locations and the use of tactical outdoor units (transit shelters, taxi tops) will further broaden the campaigns reach. The adidas New York wall across from Madison Square Garden (8th Ave and 35th Street) was recently completed, as well as the Miami wall adjacent to the downtown area. Additional outdoor markets include Chicago, Philadelphia, Atlanta, Seattle, Portland, Denver and Los Angeles.
In-store materials and online efforts will serve as integral components of the campaign, providing consumers the complete story within the shopping environment. Concept shops and POP packages will be customized to retailer needs according to product buy and color.
“This campaign offers our retail partners a complete integrated program to enhance the consumers shopping experience,” said Ken Barker, Director of Apparel Marketing at adidas America. “Thus far, our retail partners have been extremely enthusiastic about our marketing efforts surrounding the concept. As a result, we will have unprecedented in-store placement in our top sporting goods and department store accounts.”
