With adidas going all in, adidas Originals unveils the newest chapter of the “adidas is all in” brand campaign featuring brand ambassadors such as international superstar Nicki Minaj and hip hop artist Big Sean, Korean pop phenomenon 2NE1, the NBA’s Most Valuable Player Derrick Rose, and fashion’s wild child Jeremy Scott. The brand campaign is led by the hero film “all originals represent” and zooms into the sidewalks across the globe, showing the creative spirit from New York to Tokyo and from Paris to Rio de Janeiro.
“all originals represent” inspires and invites consumers worldwide to go all in at http://www.adidas.com/originals and represent what they are all about, as individuals and as part of a bigger whole – their crew.
All consumer content created in the challenge will be presented at http://www.adidas.com/represent. This platfrom will launch later in August, and everyone will have the opportunity to vote for their favourite crew or talent in their country. The advert film features Nicki Minaj’s song “Masquerade” that she wrote particularly for the hero brand film “all originals represent”. The director of the advert film is the highly acclaimed filmmaker Melina Matsoukas, who has worked with some of the biggest names in the music and lifestyle industry in the recent past.
“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 http://www.adidas.com/represent and take part in continuous challenges throughout 2012 to become the most original crew worldwide. If you haven’t seen the video, click on the link below.