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ONE BRAND IS SPENDING MORE: As many brands dramatically scale back their ad spend for 2009, Adidas is launching a global campaign that, over the next six months, will more than double the amount the activewear company had previously spent on a campaign for its iconic three-stripe mark brand, called adidas Originals. While Simon Atkins, business unit director, adidas Originals, North America, declined to reveal how much the company is spending, he said the timing couldn’t be better to roll out the campaign, because “while others are cutting back, we are going to be aggressive in the marketplace,” adding the campaign will celebrate three-stripe’s 60th anniversary. Adidas will begin by running TV commercials, but digital initiatives such as Web home-page takeovers and Facebook will account for more than 50 percent of the spending. He also intends to maintain the brand’s overall investment in print advertising, but ads will be multipage and focused on a few select publications. At press time, he didn’t know which titles would be chosen.
The campaign, “Celebrate Originality,” includes 17 celebrities from music (Katy Perry, Young Jeezy, Estelle, Russell Simmons and Missy Elliott), sports (David Beckham, Kevin Garnett) and designers (Jeremy Scott and Kazuki). “We wanted to link this campaign to a broad spectrum of customers,” said Atkins. — Amy Wicks
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