Adidas’ hipster house party: 60 is the new 20-something

It's been 60 years since Adidas first branded its products with three stripes. To celebrate, it threw a raging house party, hosting celebrity guests from the worlds of music, fashion and sport including the likes of soccer star David Beckham, singer Katy Perry and fashion designer Kazuki.

It’s been 60 years since Adidas first branded its products with three stripes. To celebrate, it threw a raging house party, hosting celebrity guests from the worlds of music, fashion and sport including the likes of soccer star David Beckham, singer Katy Perry and fashion designer Kazuki.

The concept was developed by Montreal-based AOR Sid Lee and provides the backdrop for Adidas’ largest global branding campaign ever, promoting its Originals line of athletic fashions. Under the banner ‘Celebrate Originality,’ the campaign expresses the wide-ranging cultural presence of the Adidas brand and pairs it with youth culture, all while throwin’ it down at a righteous anniversary shindig where celebrity guests mix with a diverse group of young party people.

‘It’s the original lifestyle brand, it celebrates originality and it’s an all-inclusive brand,’ explains Kristian Manchester, CD and associate at Sid Lee. ‘By inviting celebrities, but also inviting all these other kids, and bringing them all together under one roof, I think it represents the essence of the brand, being that ‘just come as you are’ sort of attitude.’

In Canada, the multi-faceted effort includes TV, online and POS advertising, as well as partnerships with MuchMusic and Foot Locker. ‘It’s a very integrated approach, very fun, very relevant to popular culture today,’ says Steve Ralph, president of Adidas Canada. ‘Bringing music, fashion and sport all together is what this target market is. Those are the things that they’re into.’

TV creative is airing exclusively on Much properties, starting with a 30-second teaser kicking off the Canadian campaign on March 30. It prompts viewers to catch Much on Demand on April 6 when a three-minute segment of the show will be devoted to the Adidas house party. A two-minute house party spot will premiere and the VJs, decked out in Adidas gear, will also announce a contest giving consumers the chance to win all sorts of stuff needed to host their own house party, including iPods, Adidas apparel and a speaker system.

The campaign, which launched in November in the U.S. and in January across Europe marks the first time that Adidias Originals products have been advertised globally under a common theme. It will run through to the fall/winter season.