December 2, 2008
Amidst the budget cuts all around, one brand that is actually increasing their ad spend is Adidas. Most of their spending is going to be digital. For their new Adidas Originals initiative - the ‘Celebrate Originality’ campaign which includes 17 celebrities from music, sports and fashion - the brand wants to make sure that they reach as many consumers as possible. From WWD:
While Simon Atkins, business unit director, adidas Originals, North America, declined to reveal how much the company is spending, he said the timing couldn’t be better to roll out the campaign, because “while others are cutting back, we are going to be aggressive in the marketplace,” adding the campaign will celebrate three-stripe’s 60th anniversary. Adidas will begin by running TV commercials, but digital initiatives such as Web home-page takeovers and Facebook will account for more than 50 percent of the spending.
Their partnerships are pretty interesting as well, such as the one with Diesel which explores ‘10 Original Ways to Successfully Waste Your Time’ (!!!!).