PORTLAND, OR: Adidas has launched its "All Originals" back-to-school campaign following positive feedback from its spring initiative.
In the spring, the company activated “Adidas is All In,” which brought the Sport Performance, Originals, and Sport Style sub-brands together for the first time in one campaign.
The Originals received such great feedback from consumers during the project that the company decided to further promote the brand as part of its “unique” back-to-school initiative, said Kelly Olmstead, director of marketing for Adidas America, sport style division.
Adidas has three people on its in-house PR team and is receiving support from marketing communications agency LaForce + Stevens, Adidas' AOR for the style division for the last three years.
The campaign is using a fully integrated strategy for its outreach efforts, connecting with consumers at events, online, through television ads, and more. The company, which is incorporating music, fashion, and sports into the initiative, wants to reach Adidas fans across multiple levels.
“We really want to tell consumers in the US what the Originals brand stands for,” Olmstead explained. “We have a lot of great momentum in the marketplace right now but we still feel that there's a general perception that Adidas is purely a sports brand, so we want to make sure that consumers understand that we truly are a brand that has credibility on-field and off-field.”
Last week, the company gave a sneak peak of the campaign at the Adidas-sponsored music festival Lollapalooza in Chicago. In addition to previewing a few short TV spots, Adidas engaged with consumers, specifically targeting high school students, by allowing them to build their own “iconic kits” using a Facebook application.
“The application basically allows you to build your own mini-print ad that showcases what pieces of your own personal style you feel make you iconic,” Olmstead said.
Other campaign features, such as celebrity videos and ads, will also be pushed out using social media platforms, including YouTube, Facebook, and Adidas' online spaces.
In order to engage and celebrate with close brand partners, celebrities, artists, media outlets, and bloggers, the company sent out more than 50 personalized kits comprised of special edition Originals Superstars.
Olmstead said LaForce was instrumental in helping with the kits, as well as pulling different elements from the campaign and planning when to activate and roll out programs in the media.