Here’s a story a little out of left field… Adidas has just launched a new campaign called Adidas Is All In and unveils Katy Perry as their newest brand ambassador. No stranger to the crazy costume or two (or a spokesperson contract – recently she’s been named the face of ghd and Proactiv), Perry will be toning down her costumes in the new All In for Adidas ad campaigns – which includes a bold video that co-stars sporting superstars like David Beckham, Lionel Messi, Derrick Rose, the adidas Skate Team.
The accompanying tag line: Heart over head. Inclusion over ego. United by passion, we go all in. It really says it all.
“In the past ten years we have successfully extended the adidas brand into three powerful sub-brands with adidas Sport Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the breadth and depth of the adidas brand in one global brand campaign,” explains Erich Stamminger, member of the Executive Board responsible for Global Brands.
“All adidas is the biggest campaign we have ever executed. Its creative concept brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility only adidas has.”
We’ve been introduced to a few sporting brands in the past, but none of them have shown so much marketing prowess as Adidas have.
Check out the video below. We loved it so much we watched it twice. And let’s face it, it’s not exactly fashion… blood, sweat and tears isn’t something you see on the runway or in the pages of Vogue, but it does occur behind the scenes.