adidas www.startmystory.com can released as part of Pepsi global restyle initiative
adidas and Pepsi launched half a billion adidas www.startmystory.com Pepsi cans in the US this weekend. adidas will leverage the Pepsi can as a unique canvas to extend its current Impossible Is Nothing brand campaign which features global sports stars such as David Beckham, Gilbert Arenas and Allyson Felix overcoming impossible challenges and sharing their personal stories via illustrations and voice over narratives. The new adidas Pepsi cans use a similar illustrative style and invite consumers to bring to life their own “impossible” stories via digital illustration tools, exclusive music tracks and instant messenger technology at www.startmystory.com. Site visitors can also win adidas products and the chance to spend a day in the life of international soccer star David Beckham or fitness phenom Laila Ali.
“The adidas Impossible Is Nothing creative offers a glimpse of world-renowned athletes not at the finish line, but rather at a pivotal and ultimately inspiring point in their journey. www.startmystory.com invites real people to share their own stories of achieving or even just attempting what once seemed like impossible goals,” explained Stephen Pierpoint, Vice President Brand Marketing, adidas America. “By partnering with Pepsi, adidas, David Beckham and Laila Ali have extended the challenge via half a billion Pepsi cans, engaging, encouraging and inviting people to begin their own impossible journeys.”
The www.startmystory.com can design is a part of Pepsi’s global restyle initiative that launched in February. While Pepsi-Cola’s look had changed only ten times in the last 109 years, the restyle initiative updates Pepsi packaging graphics every few weeks to reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars. Each Pepsi design is accompanied by a Web address that gives consumers access to exclusive online content, games, contests and sweepstakes. In addition to adidas, sports partners have included the NFL, Major League Baseball, and NASCAR driver Jeff Gordon while music-themed packaging and promotions have featured partners like Pharrell Williams, Big & Rich, The All-American Rejects and MTV.
"Our consumers will have unique access to two iconic athletes thanks to this partnership with adidas," said Russell Weiner, VP of colas, Pepsi-Cola North America. "We know David Beckham and Laila Ali will inspire people to share their own impossible journeys that will be featured on startmystory.com and seen by millions across the country."
www.startmystory.com is an extension of adidas’ global Impossible is Nothing campaign which includes 21 TV commercials, 15 documentaries, 1 long-format film, behind the scenes footage and exclusive digital content along with print, on-line and retail components. The campaign has included activation of social networking sites, a custom myspace profile, SMS messages from athletes, Impossible Is Nothing branded trucks and trailers, plus promotions and prizes that invite consumers to interact with adidas and encourage them to take the first step on their impossible journey. View the spots and hear the stories at www.adidas.com.
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about adidas
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport. Some of the players in adidas’ roster of athletes include: Reggie Bush, Tim Duncan, Dale Earnhardt Jr., Ryan Howard, David Beckham and Allyson Felix. For further information visit www.press.adidas.com.
About Pepsi-Cola North America
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include Pepsi, Mountain Dew, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
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