campaigns and products - adidas Group

118 AnnuAl RepoRt 2006 › adidas Group ›
»
Campaigns and Products ›
campaigns
and products Our brands are the heart and soul of the adidas Group. And brand
campaigns and communication are our most direct way of connecting
with consumers around the globe. The following pages highlight
some of our biggest and most exciting campaigns for 2007.
» The adidas “Impossible Is Nothing” campaign expands in 2007 with
a whole new look and feel to inspire consumers to overcome their
personal “impossibles”.
» Reebok launches the global “Run Easy” advertising campaign
which communicates the fun and joy of running to all consumers.
» TaylorMade-adidas Golf presents the “Our longest driver ever. Pick
One.” campaign to focus consumer attention on the leading position
the TaylorMade brand enjoys on the PGA tour.
And this is just the beginning. Whether it be highlighting the innovative
features of our performance products or showcasing the depth
of our sports lifestyle offering, we believe these brand campaigns
illustrate an important way that our Group is “setting the pace” in
our industry.

The adidas brand’s largest campaign in 2007 is “Impossible Is Nothing”
and this year communication focuses on the mind of the athlete with more
than 20 international sports personalities using their own hand-drawn
illustrations and paintings to tell their “impossible” stories. Each athlete
chose a defining moment in his or her life and set about the task of
creating the images and words which would later be combined to create
the campaign.
The athletes’ experiences come to life through animated films and print
executions. The results are deeply personal and refreshingly honest.
using the stories that unfold in the campaign, adidas reminds athletes
and non-athletes from every walk of life that they can make their own
“impossibles” come true.
The campaign focuses on why sports matter, why athletes matter and
it celebrates what is great and important about sport.
adidas › » impossible is nothing
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david BECKham
MIDFIElDER, FOOTBAll

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gilBErt arEnas
GuARD, BAsKETBAll
«
When no-one else believes in you – believe in yourself
Hi, I’m Gilbert Arenas and this is my story:
When I entered the NBA, the first 40 games of my career I sat
on the bench. They said I was gonna play zero minutes. You
know, I just think they didn’t see the talent that I had. They
thought I was a zero. Instead of sitting there being bitter, I just
practiced, practiced. If no one believes in you, anything you do
is a positive. It wasn’t even about basketball any more, it was
about proving them wrong. Now the reason I wear No. 0 is
because it lets me know that I need to go out there and fight
every day.

adidas › » impossible is nothing
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YElEna isinBaYEva
POlE VAulT
TRACK AND FIElD
«
Where you start isn’t necessarily where you end up.
I am Yelena Isinbayeva and this is my story:
I dreamed to be the Olympic champion in gymnastics, but
that’s very difficult because I was so tall. My coach asked
me to try pole vault. I said: “Are you crazy?”. Now I have
20 world records. Where you start isn’t necessarily where
you end up.

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“Impossible Is Nothing” will also be used in 2007 to let consumers tell us about
their own “impossibles” with stories that can touch the heart or make us laugh.
These personal anecdotes will then be featured alongside some of adidas’ key
innovations including the adistar and the MEGABOuNCE to produce creative print
ads and point-of-sale material. The campaign reminds consumers that adidas
knows their goals and can help them achieve their own personal “impossibles”.
»
adidas
running

adidas ›
» running 123

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adidas
footBall
«
“Impossible Is Nothing” is also a core element of adidas football brand communication
in 2007. Here the story focuses on a battle between two fictitious clubs: “Predator F.C.”
and “F50 Club de Fútbol”, which each feature a star line-up of players dedicated to one
of the brand’s two best footwear products: “Predator ® ” and “+F50 TuNIT”. Predator F.C.
believes “Every hero needs a team” and focuses on players such as David Beckham,
Michael Ballack, Kaká and Juan Román Riquelme who have proven themselves as
individuals first but gained iconic stature by elevating the level of the team play they
inspire. F50 Club de Fútbol features up-and-coming young stars such as lionel Messi,
Arjen Robben, lukas Podolski and Fred who believe “Every team needs a hero”. They
are famous for breaking away from the pack to get noticed and defying the conventions
of the game. This campaign invites consumers to sign up for one of the clubs and then
to participate in a football tournament alongside their heroes.

adidas › » football
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» Tracy McGrady, T-MAC 6 » Kevin Garnett, KG Bounce
» Gilbert Arenas, Gil Zero » Tim Duncan, stealth CC
» Chauncey Billups, C-Billups
adidas › » Basketball
adidas
BasKEtBall
«
adidas will also utilize the inspiration of “Impossible Is Nothing” to fuel further
campaigns in 2007 to provide a broad message to different consumer groups.
One of the best examples of this fresh creative approach is the “It Takes 5ive”
global basketball campaign. It is based on the brand’s core belief that the sport is
bigger than the individual, and that athletes working together can do great things.
This campaign features a team of five top NBA players: Chauncey Billups, Tim
Duncan, Gilbert Arenas, Kevin Garnett and Tracy McGrady all doing what they do
best to blend together for a perfect slam dunk. Each wears his own signature
shoe which is then launched throughout the basketball season.
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adidas › » originals
adidas
originals
«
Brand communication for sports lifestyle products needs to have a different look
and feel to connect with consumers. And in 2007, adidas Originals is all about
“Free Thinking“. Each element of the campaign combines items from a real and an
imaginary world, creating inventive, playful and enticing visuals that highlight
unique features of the collections. Key collections included in this campaign are
“sleek” by graffiti artist Fafi, Missy Elliott’s signature line “Respect M.E.” and
“Freizeit”.
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