With a new creative marketing campaign for the Spring/Summer 2006 adidas Originals collection, the Sport Heritage division follows its key objective by continuing what started in 2005: to maintain the brand’s credibility while making the Trefoil experience accessible to a broader lifestyle consumer base. This direction is part of a pro-active fashion distribution strategy and is supported by an advertising campaign that Celebrates Originality.
To build on the success and the positive effect the Originals communication approaches achieved last year, adidas Global Creative Director Michael Michalsky continues his team play with Stephen Gan from Visionaire’s. For Spring/Summer 2006 and the up-coming season they selected Mario Testino to be the photographer, giving his sense of fashion and unmistakable style to the Celebrate Originality positioning of the campaign. As an evolution of last year’s concepts the outdoor shooting took place in New York City’s Central Park on September 16th, 2005.
Three double-page and one single-page fashion shots plus three single-page product visuals are the result of the new advertising campaign that underlines the combination of sporting history with street credentials in individual ways. The ads speak Naturalness and Unsophistication. While celebrating Originality in everyday situations they clearly present adidas Originals’ inspiring, surprising and playful attitude.
The first Spring/Summer 2006 ads will roll out in 22 countries in February 2006 issues of key lifestyle and fashion publications such as Lodown, Vanidad and Dazed & Confused as well as magazines such as Cosmopolitan, Elle and Nylon.
QUOTES
Uli Becker, Head of adidas Global Communications:
“Continuing our lifestyle and fashion approach in Sport Heritage we chose Mario Testino for our 2006 campaign. This campaign is meant to show life and lifestyle in a natural and unsophisticated way. Sport is still more and more inspiring fashion and we are the brand which can show it in the most authentic way.”
Stephen Gan, Founder of Visionaire and Creative Director and Editor-in-Chief of V Magazine:
"For the current campaign, I thought it would be great to team up with Mario Testino. I have worked and collaborated with Mario for over 10 years. He always adds a very good energy to the pictures he shoots. Mario always makes the models look super good, relaxed and real. For me, Originals is an authentic lifestyle brand with a true fashion appeal. To project the fashion side of Originals made it easy by making the models relax and play in the clothes. It was a natural transition from the last campaign keeping the continuity of color but refreshing it enough by shooting in natural light and in a real setting. The pictures tell a great story - sexy, happy, positive, and clean - should not we all be in this kind of a world!?” |