Life Is The Sport, Says Adidas, Who Is All In

adidas today unveils the brand’s largest marketing campaign in history. Montreal-based agency Sid Lee, global lead-agency for the entire adidas brand, created and produced the new campaign.

The campaign features NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.

“Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of Portland-based adidas America. “They live across the cultural spectrum and that’s where adidas has its edge. The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond.”

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.