Adidas kicks off smart shoe initiative

<P>Adidas has kicked off a large scale marketing campaign across the region for its new intelligent basketball shoe, the adidas_1 basketball. </P> <P>Developed globally by TBWA\Chiat\Day, the drive aims to communicate the message that adidas owns the 'intelligent' space. The rollout of the basketball line follows the highly-publicised launch of its intelligent trainer last year, the adidas_1.Both products are able to adjust their cushioning and support systems through a high-tech series of sensors.</P> <P>Focusing mainly on below-the-line executions from online and retail through to mobile and public relations, the marketing push also includes a significant print component in markets through the region. "The art direction of the ads is simple and clean, with a white background," said Dave Thomas, marketing director, adidas Hong Kong. </P> <P>"By isolating the shoes on a white background, the eye is drawn to the shoe and then to the copy, which explains the benefit of the shoe."</P> <P>The campaign marks a busy mid-year period for adidas, which has just officially launched English Premier League club Chelsea's home and away colours in Asia, along with an 'Ultimate Chelsea Fan' competition.</P> <P>Thomas said the strategic alignment between adidas and Chelsea marked the start of the football giant's plans to expand the brand throughout the region, and ultimately erode the presence of the dominant English Premier League brand, Manchester United.</P> <P>"Chelsea has very ambitious plans to really take on that mantle and become the ubiquitous football brand around the world," he said.</P>