Adidas brings Beckham, Messi and Katy Perry together tonight

Adidas brings Beckham, Messi and Katy Perry together tonight
Adidas brings Beckham, Messi and Katy Perry together tonight

Adidas's new overarching advertising strategy launches with a star-studded global campaign starring David Beckham, Argentinian football star Lionel Messi and pop singer Katy Perry tonight.

The campaign will first air during Channel 4's Hollyoaks to promote Adidas Sport Performance, Originals and Sport Style ranges. It marks the first time each of the sport brands separate lines have been advertised together.

The campaign also includes appearances by British heptathlete Jessica Ennis, tennis player Andy Murray and NBA star Derrick Rose.

Thirty and 60-second TV spots, by ad agency Sid Lee, showcase the stars performing in their respective sports and end with Adidas' classic three-stripe logo.

The TV ads have been dir-ected by Romain Gavras, best known for creating music videos for groups such as Justice, which has provided the ads' soundtrack.

'In the past 10 years we have successfully extended the Adidas brand into three powerful sub-brands,' said Erich Stamminger, head of global brands for Adidas. 'Now we are proud to be able to show the breadth and depth of the (core) brand in one global brand campaign.'

Adidas claims the campaign is its biggest to date. The brand sought to build anticipation for it with a series of teaser ads running last week. It has also promoted the activity through its Facebook and Twitter pages.

In terms of its social-media activity, Adidas will run daily, in-depth content from the sub-brands. This will range from new product releases to competitions for concert tickets.

The campaign will also encompass mobile, retail, activation events and print.

The 'All Adidas' campaign will run throughout 2011 alongside sport and fashion content with different executions rolling out over the year.

The brand's last major campaign, 'Impossible is nothing', by creative agency Amsterdam 180, launched five years ago. Adidas shifted its global advertising account from 180 Amsterdam to Sid Lee, without a pitch, last year.

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