In early August, Adidas Originals announced the launch of a new phase of the Adidas is all in global campaign featuring world-famous hip hop artists such as Nicki Minaj and Big Sean, as well as Korean pop group 2NE1, a basketball player Derrick Rose (Derrick Rose) and designer Jeremy Scott (Jeremy Scott).
The new campaign will involve all communication channels: television, cinema, the Internet, print media and points of sale. In addition, local events will be held within its framework, urging fans of the brand to unite and tell the world about themselves, their team and their hobbies. All creative projects of the contest participants will be presented on the website www.adidas.com/represent, and everyone will be able to cast their vote to the team they like.
“The new generation is in a constant movement towards victory and in search of a unique chance to reveal their talents and hobbies to the world. This campaign is built on the desire of young people to express themselves, and we give them the opportunity to share with us and the whole world their vision of creativity and originality, ”explains Hermann Deininger, Adidas Marketing Director.
The soundtrack for the All Originals represent commercial was the new single, Nicky Minaj Masquerade, written specifically for this video. Famous director Melina Matsoukas worked on the video. Sid Lee, a Montreal-based agency based in Montreal, was responsible for developing the marketing campaign, which will run throughout the fall of the world.
In the United States, the launch of the All Originals represent campaign took place on August 1, and later, throughout August and September, similar events will be held around the world, including in Russia. Those who wish to participate will be able to leave a request on the site www.adidas.com/representwrites fg.ru.