In 2010, adidas Originals unveils an all-embracing through-the-line Celebrate Originality campaign. Evolving from the successful 2009 “house party”, this year’s campaign embraces the “streets where originality lives”. In a neighbourhood, it brings together an eclectic mix of people from the worlds of music, fashion and sport, all showing their individual appreciation of originality and the adidas brand.

Born in sport but now living in contemporary lifestyles, adidas Originals is uniquely able to be a relevant part of people’s lives. No matter whether skater, rocker, artist, musician or sports fan, they have all adopted the Trefoil brand and its products. Underlining this, the 2010 adidas Originals campaign welcomes an illustrious group of artists and athletes from all over the world to the street where originality lives: Musicians from Noel Gallagher to Snoop Dogg as well as athletes and sport icons from David Beckham to Franz Beckenbauer and many others come to the neighbourhood and show their originality.

“We were thrilled by the tremendous success and positive feedback for our 2009 “house party” campaign, so It was natural for us taking it to the next level, inviting all our consumers to what we hope will be another outstanding experience and a true celebration of Originality,” explains Hermann Deininger, CMO adidas Sport Style Division.


The advert film was directed by Nima Nourizadeh and features the track “Why can’t there be love” by Dee Edwards remixed by Pilooski The creative will come to life in a complete through-the-line offering including television spots, cinema, digital, retail, activation events and a print campaign shot by iconic photographer Ari Marcopoulos.

Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired as the global advertising agency for adidas Originals at the start of 2008 and developed the 2009 adidas Originals house party campaign to mark the occasion of the brand’s 60th anniversary.

“Celebrating Originality on the Streets” is a full year campaign taking place in one neighbourhood with elements rolling out throughout the year focusing on monthly highlight concepts that are also reflected in the product palette in store. It was kicked off with a big initiative around the new adidas Originals x STAR WARS™ collection in January 2010, to be followed by the next peak in March with a digital experience of the adidas Originals Women’s lookbook and the unveiling of the new commercial globally from March 18th onwards. Completing this spring/summer season there will also be something extra special for the 2010 FIFA WORLD CUP SOUTH AFRICA™ that only adidas Originals can bring to life.

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For download requests and more information please contact: Anni Oppermann anni.oppermann@adidas.com or Moritz Scherr moritz.scherr@adidas.com