Run DMC, DJ A-Trak Spin Off New Launch for Adidas


By Jordan Teicher Comment

Adidas and Sid Lee are framing the new “Unite All Originals” as Run DMC vs. DJ A-Trak, but the versus bit comes on too strong. The campaign is much more affable than combative, think of it as a buddy cop combo where there are three buddies instead of two and the buddies like to wear black felt hats.

Run DMC’s famed history with Adidas dates back to the 1980s, and they’ve been lending their benign street cred to the three stripes ever since. A-Trak may not be comparable as a household name, but he’s a worthy spokesman for the next generation, as you can see in some coverage from early March. For this new campaign, the two acts are combining for a fan-controlled music video that will be dictated user voice commands. A true embodiment of “My Adidas.”

Credits after the jump.

Advertiser: adidas Original

Global Marketing Director: Alexander Matt

Client Lead: Florian Reichelsdorfer


Agency: Sid Lee

ECD: Kris Manchester

CD: Jean Francois Dumais

Art Director: Ruben Beddeleem

Copywriter: Joe Hagel

Designer: Francoise Cournoyer, Antonin Brault Guilleaume

Strategy Director: Simon Wassef

Digital Strategy: Stephane Missier

Director of Digital Production: Darden Longenecker

Producer: Caroline Panneton, Sophie Carle

Account Manager: Markus Gerdemann 

Group Account Director: John Wilson


Production (Jimmy Lee)

Head of Production: Claudia Roy

Exec. Producer: Josh Reynolds

Producer: Melanie La Rue

Art-buying director: Vahid Tizhouch

Print Producer: Vahid Tizhouch

Business Affairs: Paul Fitz Gerald


Digital Production Partner:

Stink Digital


Production Management: Jimmy Lee

Production House: Stink

Director: Alex Courtes

Post Production: Machine Molle

Sound Mix: Boogie

Sound Design: A-Trak