On August 1, adidas Originals will officially unveil the newest chapter of the “adidas is all in” brand campaign featuring brand ambassadors such as Nicki Minaj, Big Sean, 2NE1, Derrick Rose and Jeremy Scott. The campaign will be led by the hero film “all Originals Represent” and celebrates creative spirit from New York to Tokyo and from Paris to Rio de Janeiro. As the name suggests, the campaign and film are intended to inspire fans to represent what they are all about.

The 360-degree campaign will be brought to life through various channels, including television, cinema, digital, retail and print. Additionally, the campaign will be activated worldwide through local events that challenge consumers to go all in and represent their crews and passions. Customer content created in the challenge will be presented at adidas.com/Originals and readers will have the opportunity to vote for the top crew or talent in their country.

“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-­‐expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” comments


Hermann Deininger, CMO of the adidas brand.
“all Originals Represent” launches in the US on August 1st, and will continue to roll out globally throughout


August and September 2012. Consumers can submit content at adidas.com/Originals and take part in continuous challenges throughout 2012 to become the most original crew worldwide.

Recall from a recent Dara me2day, that the New Evolution Staff Team shirts, have the #represent slogan.




Source: solecollector.com