For its new, wildly impressionistic ad, Adidas Originals turned to two odd-couple musical icons who have always done things their way: Frank Sinatra and Snoop Dogg. The larger Adidas brand's most recent ad targeted Chinese athletes looking to express their own personal style. But the new "Original Is Never Finished" campaign from Originals global lead agency Johannes Leonardo takes a different tack by focusing on those who have never wavered from their roots.
Some in the Western world retain unfortunate stereotypes about China as a society that places little value on individuality, valuing loyalty to the state above all other things. Advertisers, in turn, have often approached the world's second largest economy with caution. For example, a 2008 Olympic-themed effort from Adidas illustrated Chinese consumers' sense of national pride in their team as the German sports apparel brand aimed to shore up a larger share of what remains a rapidly growing market. Yet young Chinese athletes are most definitely interested in expressing their own personalities, and Adidas' latest attempt to reach them appeals directly to that desire. It also pushes back against the Cold War-era man-or-machine narrative while simultaneously mocking one of the brand's chief rivals in the region.
Rational Interaction, a digital agency based in Seattle, last month released a study that found that 67 percent of Twitter's 310 million daily users utilize the platform for customer service.
"Odd, isn't it? For a man to run when technically he shouldn't even be walking?" We live in a magical time, when disability doesn't have to spell the end of an active person's journey. And a fascinating new Adidas campaign from India draws attention to something that has never occurred to most of us: Why should a blade-running athlete with only one foot—or anyone else—have to buy expensive athletic shoes for both feet?
Playing a sport well, and becoming a career athlete, doesn't just mean you've studied a list of plays, stuck to a workout regimen and mastered exactly how something should be done, though that's certainly a part of it. It means you've done all that and found creative ways to make the game your own. That's what this high-energy Adidas spot from 72andSunny says, arguing that it is the sports brand for creative athletes—unlike say, Under Armour. Yes, the copy for the new work seems to take a swipe at UA, which has been pitching itself as the brand for athletes serious about training. "Yeah, yeah, hard work and dedication. But that's not enough. You look at this cookie-cutter, copy-and-paste BLAH," the narrator says as the frenetic camerawork—which is the real star of the spot—moves from football fields to basketball courts with what seems to be a reference to Under Armour's "Rule Yourself" and its hundreds of copies of Stephen Curry. It's funny, though. For a campaign arguing for creativity, Adidas seems to be cribbing from its two major competitors. The Under Armour references serve as the advertising version of a subtweet, which is fun and arguably works for what the brand is intending. But the freewheeling, opinionated voiceover, whether intentionally or not, feels a lot like what Nike's been doing lately, and that doesn't seem to gel with the ad's core argument.
There was a time when sports was considered a man's world—but that's ancient history now. Whether it's breaking records, influencing thinking, making money or striving past what were once thought […]
It may have been an unexpected sight to some when 72andSunny rolled out the latest commercials for Adidas, featuring more than a dozen women—including famous faces like socialite Hannah Bronfman, basketball star Candace Parker and supermodel Karlie Kloss.
Adidas is hosting art exhibits in New York and Los Angeles this week aimed at sparking conversation around its "Future" campaign for Adidas Originals.
Adidas invites sneaker fans to build their own futures by breaking away from a dystopian world in an edgy new campaign for Adidas Originals.
Social media analytics company Unmetric has compiled a list called "Awesome Things Brands Did in 2015," which looks at social campaigns throughout the year that performed especially well in terms of […]