German sporting goods marketer adidas has unveiled four new commercials across its major international markets targeting youth. Created by Amsterdam-based agency 180, the multimedia campaign aims to illustrate how adidas shoes can help young people to challenge the conventional and breathe new life into existing sports.
In the first spot, a basketball player, dressed in blacks sports gear and adidas Masterpiece shoes, slips on fluorescent pink gloves and bandana that glows in the dark, enabling him to create a new game, 'Neon Basketball,' in a dark, run-down sports hall.
In the second commercial, two friends wearing reflective blue/silver clothing and adidas Oberon shoes, lower themselves through a manhole to find a new running track in the tunnels that run under the city.
A third spot shows a young man in the back of an old van covering himself in red paint to match his adidas Pingora adventure shoes. He then steps out into a bull pen where a bull awaits him.
The final commercial features a young male lacing up his adidas Quandry skateshoes before he launches himself down a giant slide in a water park.
All four spots were shot in and around Cape Town through Amsterdam-based production house Bonkers. No budget was disclosed.
Supporting the commercials are print and outdoor executions featuring portraits of the protagonists alongside more images of the respective sports. All ads include the headline 'myadidas.com', the site launched by the sports giant on Aug.1. (www.myadidas.com) invites users to create their own video clip using footage from the TV spots. The most popular creations will win prizes such as new adidas gear.
The international campaign follows a global push earlier this year featuring adidas' performance products and athletes in light-hearted situations.