Adidas is all in

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Adidas is all in peoples mouth soon with this boring spot for the launch of the new worldwide marketing campaign “Adidas is all in”.

Today, Adidas launched the company’s boldest marketing campaign ever. The campaign will leverage the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands. Captured in their natural, authentic surroundings, brand ambassadors from soccer stars Lionel Messi and David Beckham to NBA star Derrick Rose and pop icon Katy Perry to the adidas skateboarding team and many more show that when you love your game, whatever the game, you put your all into it. The commercial was directed by Romain Gavras and builds around the campaign with a 30- and 60-second version for TV and cinema as well as an extended 2-minute version for Online.

Adidas is all in sounds like a nice concept with an amazing pool of brand ambassadors. But does it really reflect the way 14 – 28-year old consumers are looking for? Compare to Nike or other competitors in the industry the spot feels boring,  expected and non-eye-catching. It will be interesting to see the campaign in different media like out-of-home and digital.

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