Largest-ever Adidas marketing campaign continues globally

Footballer Lionel Messi and NBA star Derrick Rose join brand ambassadors Beckham and Perry to convey the campaign message that a passion for running transcends fame, money, age, gender and geography.

Directed by the Brazilian Jones and Tino, the campaign is centered around the 30-second 'Reasons To Run' TVC, combined with digital, print, retail and PR components. The ad shows different people running for different reasons, but united by their passion. While Perry stays in shape on Venice Beach, Beckham works for a medal in London, Rose carries a city's hope in Chicago and Messi trains for his first World Cup title in Buenos Aires. 

The campaign went live globally at the end of March. A mobile game, 'Are you ready to run', also went live on 3 April. Participants can take part by scanning a start point QR code on OOH and print ads. The end codes are located at assigned Adidas stores and have to be scanned within 72 hours for participants to enjoy store discounts and get entered into a lucky draw to win a pair of ClimaCool Seduction shoes.

In Hong Kong, the TVC went live on 2 April across TVB Jade, J2 and Now TV along with outdoor, magazine and online placements.

In China, ‘ice-breaking' activations encourage runners across the country to experience the shoes' ventilated running technology. Chinese boxing champion Zou Shiming and actress Yao Chen will appear this weekend on 14 and 15 April at roadshows that will take place in Beijing's San Litun and Shanghai's Huashi Sqaure, as well as in 100 adidas retail stores.

Themed Weibo interactions and a smartphone application called “Cool Hunter” (夺宝奇冰) on the Apple Store and Android Play Store are also featured. The new ClimaCool running shoes, CC Fresh Ride and CC Seduction, will be available in about 3500 adidas stores nationwide in the mainland from 1 Apr and 1 May respectively.

This marks the continuation of the largest marketing campaign in Adidas' history, launched in March last year. "In 2011, we brought together the diversity, the breadth and depth of our brand in the biggest marketing campaign we have ever executed. This year, we will take it one step further and invite fans and consumers to be an active part of the campaign activation by inviting them to go all in,” said Adrian Siu, general manager for South China and Hong Kong at Adidas.