a11t2015 Ad of the Day: Adidas Comes Out Swinging in Big Nairr Brand Campaign I Adweek

Ad of the Day: Adidas Comes Out Swinging in Big New

Brand Campaign

How athletes seize the moment

By Michaei McCarthy

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The brand's biggest push since "All In or Nothing" in zott

ome key things separate pro athletes from weekend u'arriors. Of course, there's

the natural talent and physical skills. But there's also the mental approach. The

pros excel at being able to learn from mistakes, and move on to the next piay or

game.

In the clutch, regular people often dwell on the implications of failure. Pros focus on

executing rnoves they've practiced thousands of times. They're in the moment. They're

focused on success, not tailure.

Starting toda,v, Adidas begins a fascinating attempt to impart some of that athletic

wisdom with a new brand campaign called "Sport 15."

Simon Atkins, the brand's lp of brand actir,ation, gar,-e Adweek an exclusir,r prer,'ierv of

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Exhibit 10 

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811112015 Ad of the Day: Adidas Comes Or.rt $vinging in Big Naar Brand Campaign I Ad,veek

the first 6o-second spot called "Take It." The spot (posted below), created by 18oLA,

will break Saturday during TV coverage of NBA All-Star Weekend in New York.

It shows action shots of Adidas endorsers, including soccer superstar Lionel Messi,

Derrick Rose of the Chicago Bulls and DeMarco Murray of the Dallas Cowboys. We see

them displaying the same intensity in practice as they do in a game.

A voiceover begins: "The last goal? Doesn't matter. The last victory? Already forgotten.

Yesterday is gone. Lost in the reeord books. But today is up for grabs. Unpredictable.

Unwritten. Undecided. Now is ours. Do something, and be remembered. Or do

nothing, and be forgotten. No one owns today. Take it."

The creatir,'e message? El'ery split second in sports presents a new chance for you to

redefine yourself and your team.

"As a brand that has a legacy with sports more than anybody historically, and across all

sports, it's something that we see. It's something we wanted to start communicating to

our audience," Atkins said. The best athletes have the "ability to use all of their

experiences-good, bad or indifferent-to empower them for the future," he added.

That insight was something Adidas wanted to inject into its "brand narrative."

Adidas is on red alert in the U.S., having seen rival Under Armour pass it in zor4 to

take the No. z spot behind Nike in the multibillion dollar U.S. athletic market. Now,

Adidas wants to take it to its rir,'als and be more aggressive in its marketing.

The "Sport 15" effort will be Adidas'biggest brand campaign since "All In or Nothing"

in 2011, Atkins said. All told, it will be the brand's "biggest ever" ad spend in the U.S.,

he added, while declining to spell out numbers.

"What you're seeing is Adidas rewriting our playbook about how we want to express our

brand, week in, week out," he said.

CREDITS

Client: Adidas

Agency: r8oLA

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Exhibit 10 

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