All In

adidas needed to reconnect with its target, next-generation youth looking for fun, self-expression, and recognition. We discovered a fundamental truth: no matter what they do, they go all in.

Challenge

Show the target what adidas stands for by consolidating the brand’s Sports, Street, and Style stories into one unified anthem.

Transformation

Create an all-encompassing campaign with a strong anthem: adidas is all in. Record thousands of stories and use them to create a 60-second film, transform retail spaces, and host unique regional events. Plus, recruit celebrity partners to spread the word on social media.

Impact

1.7 million unique visitors to the YouTube channel. Facebook fans rose to 2.5 million and adidas.com attracted an additional 2.1 million unique visitors. Google searches rose by 300%. Best of all, adidas AG reported a 13% increase in world sales for 2010.