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.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.