Adidas campaign teams Bulls’ Derrick Rose with soccer, music stars
By Lewis Lazare Media & Marketing Columnistllazare@suntimes.com March 14, 2011 5:38PM
Derrick Rose print ad from new Adidas campaign
Updated: May 10, 2011 8:47PM
Chicago Bulls guard Derrick Rose’s star will shine a little brighter Wednesday when Adidas’ massive global ad campaign breaks.
Rose, an MVP candidate, is prominently featured in the 60-second commercial that will launch the Adidas global campaign from the Sid Lee agency in Montreal. The global effort with the tagline “Adidas Is All In” is being billed as the biggest marketing campaign in Adidas history, though the amount being spent was not revealed.
Rose shares the stage in the debut spot with several other athletes and performers who have endorsement deals with Adidas, including soccer players David Beckham and Lionel Messi, pop icon Katy Perry and hip-hop artist B.o.B.
Like many of the TV spots from its arch-rival Nike, Adidas’ launch commercial is a fast-paced, slickly edited montage of imagery showing Rose and other star endorsers in action. A wide array of Adidas footwear and apparel is also on view as the spot zips along. In addition to the TV ads, Rose will be featured in new print ads that are part of the overall campaign.
This new advertising push marks the first time Adidas has meshed its sports division with its other, more leisure-focused apparel and shoe divisions in one unified ad campaign.