MILAN, Nov 27, 2008 / FW/ — In 2009, it would be 60 years since Adi Dassler, founder of adidas registered the iconic 3-stripes mark. Celebrating this milestone, adidasis unveiling its largest global brand campaign ever for adidas Originals under the banner of Celebrate Originality.
A unique label in the adidas family because it unites and touches diverse pockets of pop culture, adidas Originals was born into a sport heritage but living in contemporary lifestyles.
To reflect this, the campaign is set against a backdrop of a house party hosting an eclectic mix of people from the worlds of music, fashion and sport. The creative features features musicians and icons Katy Perry, Estelle, Young Jeezy, the Ting Tings, DMC-Daryl McDaniels, Method Man, Redman, Afra, Ryukyudisko, Russell Simmons and Missy Elliott, athletes Kevin Garnett, David Beckham, Ilie Nastase and Mark Gonzales, and designers Kazuki and Jeremy Scott.
The “house party” was directed by Nima Nourizadeh and features the track Beggin’ remixed by Pilooski. The creative will come to life in a complete through-the-line offering including two television spots, cinema, digital, retail, activation events and a print campaign shot by RJ Shaughnessy.
The campaign launched in the US on November 25, 2008 and in the rest of the world in January 2009. It is a year-long campaign with various elements launching throughout 2009.