After previewing its new fall ad campaign at Lollapalooza to select attendees August 5-8, Adidas Originals is debuting new TV spots and digital ads nationally, via Portland-based agency, Kamp Grizzly. Targeting the high-school demo, the campaign was shot in New York, Portland, LA and Atlanta, ranging from a foam pit skate party in Venice Beach with Snoop Dogg to an underground NYC concert with Big Sean to a blacklight party with Jeremy Scott and pop star Sky Ferreira.
Each location provided a backdrop to showcase the icons originality – that there is one in every crowd, yet no two are the same. Other talent featured includes CJ Spiller, Odd Future, DJ Neil Armstrong and HVW8.
The effort includes television, digital media, and retail and event activation components. It will air on broadcast outlets such as MTV, adult swim, ESPN, BET, Music Choice and Fuse. Supporting adidas’ online presence, the digital campaign will be pushed out on platforms including Vevo, Complex.com, Youtube, ESPN.com, Shazam and Jumptap.
Online, adidas Originals released a series of campaign teasers leading up to launch, and will release extended footage after the campaign drops.
“all Originals” celebrates the depth of the Originals brand, combining music, fashion and sport with the most popular Iconics footwear styles over the past 40 years — Superstar, Gazelle, Samoa and Campus. The spot brings together several different icons in unique settings showcasing the urban culture of adidas and the originality of each icon.
As an official sponsor of the Chicago music festival for the fourth consecutive year, adidas Originals had an interactive consumer activation on-site which included a preview of the television spot and an opportunity to interact with the new Iconic’s Facebook app.
See the campaign spot here: