Adidas Eye Protection has hired Generation to launch its new
autumn/winter 1999 range of eyewear.
Fees are expected to exceed #100,000 for the trade and consumer
campaign, which started last week.
The main thrust of the agency’s brief is to educate retailers and the
public on the importance of eye protection.
In promoting the products, Generation will focus on how the range fits
the needs of athletes, offering different styles for different
Sports targeted include running, golf, skiing and snowboarding.
Adidas has briefed the agency to not only promote the sun protection the
products provide, but also the reduction in injury risk. It claims that,
according to research, 48,000 sports-related eye injuries are treated in
casualty departments each year.
The company’s sponsorship of athletes, including athlete Denise Lewis,
BMX champion Simon Tabron and US basketball star Kobe Bryant, will be
used to promote the products’ sporting credentials.
Targets for coverage include sports and travel sections of newspapers
and magazines, as well as national press.
The UK sunglasses market in 1998 is estimated to be worth around #75
Hill and Knowlton handles UK PR for Adidas, which includes promoting its
sponsorship of athletes (PR Week, 11 December).