The Story

Show the target what Adidas stands for by consolidating the brand’s Sports, Street and Style stories into one unified anthem.

Creation of a new global brand positioning for Adidas Sport, Street and Style stories and the introduction of the new tagline "all in". This project started off as an international pitch for the German sports brand and resulted in winning the global Adidas account for the offices of Sid Lee.

We created an all-encompassing campaign with a strong anthem: adidas is all in. Thousands of stories were used to create a 60-second film, transform retail spaces, and host unique regional events. Celebrity partners were also approached and asked to get involved on social media.

Impact: 1.7 million unique visitors to the YouTube channel. Facebook fans rose to 2.5 million and adidas.com attracted an additional 2.1 million unique visitors. Google searches rose by 300%. Best of all, adidas AG reported a 13% increase in world sales for 2010.

Awards: Cannes Lions
Agency: SidLee
Medium: TV + Online
Role: Creative director
Client: Adidas Global