PORTLAND, Ore.--(BUSINESS WIRE)--Today, adidas Originals unveils their fall 2011 “all Originals” campaign, with a national television and digital roll-out. The campaign features adidas icons – Snoop Dogg, Dwight Howard, Josh Smith, Big Sean, Jeremy Scott and Sky Ferreira – set against the brand’s iconic footwear and apparel.
The “all Originals” campaign celebrates the depth of the Originals brand, combining music, fashion and sport with the most popular Iconics footwear styles over the past 40 years -- Superstar, Gazelle, Samoa and Campus. Shot in 4 locations across the United States, the spot brings together several different icons in unique settings showcasing the urban culture of adidas and the originality of each icon.
“The Iconics product range is the foundation and core of the adidas Originals brand,” says Simon Atkins, Head of Sport Style, US. “The product line has a deep-rooted heritage in street culture and will continue to influence future styles for our brand. The “all Originals” Iconics campaign is another platform to speak to the high school consumer, letting them know that our products and the people who wear them are all Originals,” stated Atkins.
Known for being an iconic sportswear brand for the street, the campaign was shot in New York, Portland, Los Angeles and Atlanta, ranging from a foam pit skate party in Venice Beach with Snoop Dogg to an underground New York City concert with Big Sean to a blacklight party with Jeremy Scott and pop star Sky Ferreira. Each location provided a backdrop to showcase the icons originality – that there is one in every crowd, yet no two are the same. Other talent featured includes CJ Spiller, Odd Future, DJ Neil Armstrong and HVW8.
adidas Originals aligned with Lollapalooza, where the campaign was previewed to select attendees August 5 through 8. As an official sponsor of the Chicago music festival for the fourth consecutive year, adidas Originals had an interactive consumer activation on-site which included a preview of the television spot and an opportunity to interact with the new Iconic’s Facebook application.
The fully integrated above-the-line campaign includes television, digital media, and retail and event activation components. The campaign, produced by Portland-based agency, Kamp Grizzly, will air on broadcast outlets such as MTV, adult swim, ESPN, BET, Music Choice and Fuse. Supporting adidas’ ever-growing online presence, the digital campaign will be pushed out on various platforms such as Vevo, Complex.com, Youtube, ESPN.com, Shazam and Jumptap. Additionally, online, adidas Originals released a series of campaign teasers leading up to launch, and will release extended footage after the campaign drops. Visit adidas.com/originals for additional details. View the campaign spot at http://www.youtube.com/watch?v=B5-fFNMXiLU.