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adidas is all in – the biggest marketing campaign in the company’s history.
Launched in March 2011, the campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion.
The latest chapter will continue in the second half of the year with an Originals chapter.
The newest chapter invited the world to go all in, too. Featuring brand ambassadors such as FIFA World Player of the Year Lionel Messi, football superstar David Beckham, the NBA’s most valuable player Derrick Rose and pop icon Katy Perry, the campaign concept takes away the boundaries of fame, money, age, gender and geography and showcases that passion unites us all. No matter how or why you go all in right this second someone somewhere in this world is going all in with you.
“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 give voice to their all in moments, their motivations and inspirations. The brand wants to go all in side by side with its fans” says Hermann Deininger, CMO of brand adidas.