In 2011 adidas united their brand like never before, bringing street, sport and style together into one expression of the brand.
Featuring celebrities from all walks of life in a global campaign of epic proportions, the largest in their 60 plus year history. The all in campaign propelled adidas to the number one sports brand over Nike for the first time in 20 years and grew adidas' facebook following to a combined 30 million fans. Adidas went from a declining brand, struggling to support two distinct divisions, to a unified (and profitable) brand in just under 2 years.
adidas is all in - Digital
The YouTube brand channel page - with its blend of original footage and original music - is the centerpiece of the interactive campaign. Adidas fans who log on to the brand page find a basically limitless experience, in which the original content runs continuously. There are hundreds of videos streamed seamlessly that bring the "All In" campaign to life by stringing together a narrative from football to dance to hip hop to basketball content. This was accomplished by creating a tagging architecture that allows the footage to be pared down by keyword, so that it can be viewed as a whole, or only by soccer or basketball content. To complement the video experience, key indie tracks were selected to serve as the music to this world. To allow users to dive deeper into the content, users can roll over the videos to see the name of the artist whose music is playing, as well as information on how to buy the track.
By deconstructing its two minute epic spot, adidas expands its universe, showcasing parallel stories revolving about passion and intensity, resulting in adidas' biggest campaign in its sixty-plus years of existence