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TV Spots Celebrate Devotion of Everyday Athletes
SAN FRANCISCO-Leagas Delaney recruited two high school basketball teams to replay their championship game as part of a new national image campaign for Adidas America. It is the brand’s first umbrella branding initiative since it was relaunched in the U.S. six years ago.
The bulk of the estimated $20-30 million TV campaign will break June 12 and air through mid-July. The tagline is “Long live sport.”
The ads will run during sports telecasts and programs on Fox and other networks that target teens and young adults, said officials at the San Francisco agency.
Comprised of eight to 10 spots produced in a documentary-style format, the work takes a different approach than most traditional sports brand advertising.
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