adidas is all in Launching the biggest marketing campaign in the brand’s history

adidas, the international sporting goods manufacturer, today unveils its latest global brand campaign – ‘adidas is all in’. This is the first time that the company has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands, ensuring that it is the most diverse and all-encompassing glimpse into the brand ever. The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion. Captured in their natural, authentic surroundings, brand ambassadors from football 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. “In the past ten years we have successfully extended the adidas brand into three powerful sub-brands with adidas Sport Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the breadth and depth of the adidas brand in one global brand campaign,” explains Erich Stamminger, member of the Executive Board responsible for Global Brands. ‘all adidas’ is the biggest campaign we have ever executed. Its creative concept brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility only adidas has.” “This campaign captures the very essence of adidas. The all-embracing passion for the love of the game is the connection we have with our consumers. As an athlete, you go ‘all in’ to surpass your limits. As an artiste, you go ‘all in’ to break new ground. As a fan, you go ‘all in’ to support your favourite team. And as a brand, we go ‘all in’ to support you in what you love,” said Vijay Chauhan, Country Manager, adidas (Thailand) Co., Ltd. Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online. Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of the brand – from new product releases to competitions for Katy Perry concert tickets and much more. adidas already engages in excess of 10 million fans of the brand on a regular basis across these platforms. In addition, the creative will come to life in a complete through-the-line offering, including mobile, retail, activation events and print. Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for lifestyle label adidas Originals at the start of 2008 and developed the global campaigns for Originals in 2009 and 2010. In 2010, Sid Lee was announced as the global lead-agency for the entire adidas brand. The “all adidas” campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. It will be teased before it kicks off with the global launch of the hero advert film today. In Southeast Asia, the momentum builds throughout the year leading up to an epic 24-hour celebration of sport, street and style. Titled All24, the 24-hour event provides you with a platform to go ‘all in’ and celebrate your passion on the grandest scale imaginable. Taking place in six cities across the region including Thailand, Malaysia, Indonesia, Vietnam, Singapore and the Philippines, this event will take your game whether it may be sport, music, dance, fashion or art to a whole new level! In Thailand, All24 will be held in June 2011. More details will be available on www.adidasall24.com from 2 April 2011 onwards. For more information on adidas’ exciting new campaign, please note the following links: New press website: http://news.adidas.com Official YouTube channel: www.youtube.com/adidas Official adidas fan page: www.facebook.com/adidas Official adidas Thailand fan page: www.facebook.com/adidasThailand For media enquiries, please contact: Bhawat Anuwong / Kamolpatch Yarangsee Weber Shandwick Tel.: 0 2343 6000 ext 062 or 179 Email: [email protected] ; [email protected]

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