PORTLAND, OR: Adidas is launching its largest marketing push in brand history this week by combining Sport Performance, Originals, and Sport Style sub-brands into one campaign.
The “all adidas” global brand campaign officially launches tomorrow and aims to build a stronger connection with the high school student demographic through athlete, musician, and artist spokespeople who display passion for their work.
“High school kids live with passion every single day and they're not one-dimensional,” said Britt Jorgensen, head of brand marketing for Sport Performance at adidas. “Our brand is uniquely positioned to tell stories across sports, music, and fashion.”
The PR component of the campaign focuses on a consumer promotion where high school students can submit their best “game face” photo via Facebook for a chance to be featured in a special TV commercial featuring celebrity spokespeople. The commercial will be revealed during the MTV Movie Awards on June 5.
The contest will be promoted through five events taking place over the course of the campaign. The first event takes place Thursday in Orlando, FL and features Orlando Magic basketball player Dwight Howard who will visit the Paramore Kidz Zone to interact with local children. Other events feature musicians Far East Movement; skateboarders Dennis Busenitz, Benny Fairfax, Pete Eldridge, and Vinny Del Valle; and football players Reggie Bush, Eric Berry, Lawrence Timmons, and Davone Bess.
“We had great momentum in 2010 with the World Cup and we want to continue that momentum and bring the worlds of music, athletics, and fashion together by focusing on passion,” said Jorgensen.
Adidas will promote the events through Facebook and online video platforms with “call to action” videos starring the celebrities as well as through grassroots partners in the communities they are visiting.
Longtime PR partner for Sports Performance Hill & Knowlton is assisting with the campaign.