Game face

Adidas goes" all in" on with what  they claim to be their greatest ad campaign EVER released on March 14th. This Adidas campaign is action packed and features some of the biggest celebrities in today's pop culture ranging from athletes to musicians such as  NBA star Derrick Rose, Katy Perry, Hip hop artist B.O.B  and soccer stars David Beckham and Lionel Messi. The creative concept of this campaign intends to showcase the brand diversity,  the “one-brand anthem” that will promote each of the athletic apparel company’s three product lines: Performance, Originals and Style.

“Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of Portland-based Adidas America. “They live across the cultural spectrum and that’s where Adidas has its edge."

This creative approach captures the passions of all these various athletes and artists in all their glory  or defeat. 

This ad campaign would be nothing without photography an in this case video as well, It  is the center piece of this campaign, celebrating the game face and freezing that moment in time.  Going a step further, Adidas is asking fans to submit their game face for a chance to be featured in a commercial that will be aired during the MTV awards on June 5th.

Photography again is at the heart of this campaign by creating the cultural scene and by engaging the target audience to become part of the brand

(2011,March 14) Adidas launches  biggest marketing campaign in brand's history. Prnewswire. Retrieved from http://www.prnewswire.com/news-releases/adidas-launches-biggest-marketing-campaign-in-brands-history-117934324.html

Parker,L. (2011, March 4). Katy Perry and David Beckham star in new Adidas Advert. Allvoices.com. Retrieved from http://www.allvoices.com/contributed-news/8532099-katy-perry-and-david-beckham-star-in-new-adidas-advert-video>