Adidas brings its party to the block

Adidas is taking its house party outside with its new “Celebrating Originality on the Streets” campaign.

Adidas is taking its house party outside with its new “Celebrating Originality on the Streets” campaign.
The block party kicked off late March with a spot promoting its Originals line by once again bringing together people from the worlds of music, fashion and sport for a righteous shindig. Joining soccer star David Beckham are Noel Gallagher of Oasis, soccer icon Franz Beckenbauer and rapper Snoop Dogg.


 “The ‘Street Party’ campaign is the next evolution of our 2009 ‘House Party’ campaign,” says Adidas Canada president Steve Ralph. “The strategy is to associate with a cross-section of celebrities, athletes and musicians that resonate with our consumer groups and truly represent what ‘Celebrate Originality’ is all about. The integrated campaign will be promoted on all relevant mediums with a strong focus on TV, digital and retail.”
Developed by Montreal-based Sid Lee, creative for the year-long global campaign also includes cinema ads, activation events and print. The digital portion includes the 2010 Adidas Originals women’s lookbook, in which models take cameras to the streets to document each other – and the new line – using the pavement as their catwalk.
The campaign will roll out elements throughout the year focusing on monthly highlight concepts that will be reflected in store, such as the January launch of the Adidas Originals x Star Wars collection.
Adidas is also set to unveil something “extra special” for the 2010 FIFA World Cup of Soccer in South Africa, though at press time was playing coy on deets.