Next year is the 60th anniversary of Adidas’ now-iconic three stripes design, and to mark the occasion, the Herzogenaurach, Germany-based athletic company has launched the largest global campaign ever for its Adidas Originals brand.
Called “Celebrate Originality,” the campaign launched Tuesday with a 30-second and 60-second commercial spot here in the U.S.; the full campaign, including a 2-minute spot, will launch worldwide in January.
“Celebrate Originality” incorporates television, print and digital elements, along with retail and event marketing. The campaign will feature celebrities from the fashion, music and sports world against the backdrop of a house party, including Katy Perry, the Ting Tings, Method Man, Missy Elliot, Darryl McDaniels of Run DMC, Kevin Garnett, David Beckham and Jeremy Scott.
“Adidas Originals’ biggest strength and point of difference is the ability of the Trefoil brand to be a relevant part of people’s lives in whatever lifestyle they have: skater, rocker, artist, musician, sneakerhead, sports fan, whatever,” Hermann Deininger, chief marketing officer of Adidas’ sport style division, said in a release. “This is a campaign that celebrates all of them and offers an open invitation to consumers to come and join in.”
“Celebrate Originality” was created and produced by Montreal-based firm Sid Lee, which was hired as Adidas Originals’ global agency at the beginning of this year. The campaign will continue rolling out new elements through 2009.