As we briefly mentioned in the Monday news roundup, Sid Lee has officially launched its new marketing campaign for Adidas, billed as the brand’s “biggest. ever.” Starring a cavalcade of sports and music figures ranging from Chicago Bulls guard (and potential MVP) Derrick Rose to Katy Perry, the TV/print/online effort bears the slogan “all adidas” and looks to be the brand’s way of establishing itself in a world where Nike still reigns supreme. If anyone can help do that, it has to be the singer of “I Kissed a Girl.” The spot above broke today and basically ties in all of the adidas spokespeople.
We’re not sure if this will write the brand’s future, but the anthemic approach doesn’t necessarily hurt (nor does the “Civilization” tune from Justice). And at the least, it shows Sid Lee can come up with something more ambitious than Star Wars tie-ins (not that there’s anything wrong with that). We know you’re totally stoked to see some A-roll Perry footage from the effort, so check it out as well as credits after the jump. You can view much more content at the Adidas YouTube channel.
ed: Production Company is actually Tool of North America.