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ALL IN: Adidas on Wednesday will launch what it claims to be the biggest marketing campaign in its history: a TV and cinema commercial featuring a range of ambassadors across the sport, lifestyle, fashion and entertainment fields. Captured wearing spring 2011 items from Adidas collections, the personalities include soccer hero David Beckham, NBA star Derrick Rose and pop singer Katy Perry, who can be seen preparing for and performing a concert. Targeting 14- to 28-year-old consumers, the campaign groups Adidas’ three subbrands: Adidas Sport Performance, Adidas Originals and Adidas Sport Style. “Now we are proud to be able to show the breadth and depth of the Adidas brand in one global brand campaign,” stated Erich Stamminger, member of the executive board responsible for global brands. Created by Montreal-based agency Sid Lee and shot by French director Romain Gavras, 30- and 60-second versions of the commercial have been developed for TV and cinema, with an extended two-minute version to be aired online. The campaign will extend to print for in-store merchandising, with teasers and extended films set to roll out throughout the year.
— Katya Foreman