Adidas Jumps on ‘Everything Is Cake’ Meme With Hyper-Realistic Sneaker Creation

LONDON–Have you ever heard someone describe something as good enough to eat? Well, these limited edition edible Adidas sneakers, created as a nod to the Everything Is Cake meme, are just that. The brand has created a limited set of hyper-realistic chocolate cakes that look exactly like pairs of Adidas Originals ZX 2K Boost sneakers…

Why Adidas Is Suddenly Selling Odd Pairs of Shoes … Two Rights or Two Lefts

“Odd, isn’t it? For a man to run when technically he shouldn’t even be walking?”

We live in a magical time, when disability doesn’t have to spell the end of an active person’s journey. And a fascinating new Adidas campaign from India draws attention to something that has never occurred to most of us: Why should a blade-running athlete with only one foot—or anyone else—have to buy expensive athletic shoes for both feet?

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Adidas Takes a Shot at Under Armour With an Ad About Creativity, Not Just Hard Work

Playing a sport well, and becoming a career athlete, doesn’t just mean you’ve studied a list of plays, stuck to a workout regimen and mastered exactly how something should be done, though that’s certainly a part of it.

It means you’ve done all that and found creative ways to make the game your own. 

That’s what this high-energy Adidas spot from 72andSunny says, arguing that it is the sports brand for creative athletes—unlike say, Under Armour. Yes, the copy for the new work seems to take a swipe at UA, which has been pitching itself as the brand for athletes serious about training.

“Yeah, yeah, hard work and dedication. But that’s not enough. You look at this cookie-cutter, copy-and-paste BLAH,” the narrator says as the frenetic camerawork—which is the real star of the spot—moves from football fields to basketball courts with what seems to be a reference to Under Armour’s “Rule Yourself” and its hundreds of copies of Stephen Curry. 

It’s funny, though. For a campaign arguing for creativity, Adidas seems to be cribbing from its two major competitors. The Under Armour references serve as the advertising version of a subtweet, which is fun and arguably works for what the brand is intending. But the freewheeling, opinionated voiceover, whether intentionally or not, feels a lot like what Nike’s been doing lately, and that doesn’t seem to gel with the ad’s core argument. 

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72andSunny, Adidas ‘Unfollow’ Messi

Pharrell Anoints a New Generation (and Definition) of Superstars in Adidas Video

Johannes Leonardo’s new “Superstar” campaign for Adidas, which features Pharrell and is centered around the Supershell collection he designed, claims to both democratize the idea of superstardom and make it less ambiguous.

Well, you can’t accuse them of aiming their sights too low, that’s for sure.

The first video in the campaign questioned the idea that fame is necessary for superstardom, and the more recent video, “Audience of One,” makes good on that premise by introducing a bunch of people no one has ever heard of as Pharrell-approved superstars.

They include American musician Pusha T, actor/director Grigoriy Dobrygin, Japanese designer Yoon, Chinese designers VJ Mian, and Mexican illustrator Smithe, all of whom state that they create purely for self-expression, with no desire for fame or glory. (Given that they’re all appearing in an ad for a global shoe brand featuring a major celebrity, they don’t seem too allergic to the idea of fame, though.)

One neat aspect of this campaign is the “pay it forward” component, wherein the five people I just named will shine a light on other creative people, forever marking them as cool via the hashtag #OriginalSuperstar. Who knows, perhaps future elements of this campaign might even focus on shoes in any significant way.

Johannes Leonardo, Adidas and Pharrell Take on Haters

Pharrell Got an Architect, Photographer and 2 Artists to Design Adidas' New Sneakers

Bringing in artists to design limited-edition shoes is a no-brainer. But an architect and a photographer? That makes things a bit more interesting.

Pharrell Williams, who was named to Adweek’s Creative 100 this week in part because of his fashion design savvy, just announced a new extension of his Superstar line of Adidas shoes. It’s called Supershell, and features designs from four disparate creators:

  • Architect Zaha Hadid, an internationally recognized designer once selected by Time as one of the most influential people in the world. Her work includes China’s Guangzhou Opera House, the London Aquatics Centre for the 2012 Olympic Games, and the Rosenthal Center for Contemporary Art in Cincinnati. 
  • Japanese contemporary artist Mr., who brings an anime-inspired style to a wide range of artistic mediums and is, says Williams, “a master of depicting innocence.”
  • Photographer Cass Bird, who shoots fashion for a variety of major publications and has directed several branded videos for J.Crew, Wrangler and others.
  • New York contemporary artist Todd James, whose career began with graffiti and grew into frequent gallery exhibitions and high-profile collaborations.

The shoes aren’t available for sale yet, but there’s a placeholder page on Adidas’ site, and you can get a sneak peek in the photos and videos below.

Venables Bell & Partners Takes Over for Adidas Golf

Adidas Golf has selected Venables Bell & Partners as its new lead creative agency following a review, Adweek reports. Incumbent Kastner & Partners were one of the six finalists in the review, which included ten agencies total. Media buying and planning were not part of the review and remain with Carat. Adidas Golf spent approximately $45 million on measured media last year, according to Kantar Media.

Kastner & Partners had worked with the brand for over three years, recently changing its approach to highlight golf as “as a sport with athletes of the highest caliber,” according to chief creative officer Jamie Riley. Riley joined Kastner & Partners from 72andSunny last September and we spoke to him about the agency’s recent campaign for Adidas Golf in February. The following month, however, it was revealed that he was leaving the agency, along with managing director Richard Turner.

Melissa Ziegler, global brand marketing director for Adidas Golf, told Adweek the brand’s shift in approach was the impetus for the review, saying, “We are shifting to be more aligned with the Adidas brand and the idea that golf is a sport, and golfers are athletes. So, we wanted to find a new agency partner that could really help us bring that to life.”

180LA Goes All Out for Adidas

With rival Under Armour going all-in on its “Book of Will” campaign, Adidas is throwing its weight behind a new campaign of its own, courtesy of 180LA.

Entitled “Sport15,” the campaign launches with a 60-second spot called “Take It,” celebrating the mental toughness exhibited by professional athletes of all stripes. “The last goal doesn’t matter,” begins the voiceover, “The last victory, already forgotten.” Going on to feature footage from many star athletes, including DeMarco Murray, Derrick Rose, Lionel Messi and Luis Suarez (who really hopes a certain bite is forgotten) the ad elaborates on this philosophy, making it the backbone of the new campaign. The spot will make its debut tomorrow during coverage of NBA All-Star Weekend in New York.

“As a brand that has a legacy with sports more than anybody historically, and across all sports, it’s something that we see. It’s something we wanted to start communicating to our audience,” Simon Atkins, vice president of brand activation at Adidas, explained in Adweek, adding that the best athletes have the “ability to use all of their experiences—good, bad or indifferent—to empower them for the future.”

According to Atkins, “Book of Will” will be the brand’s largest-ever ad spend in the U.S. and its biggest brand campaign since “All In or Nothing” in 2011. It seems that with something of an ad war with rival Under Armour underway, the brand is taking its strategy from the title of that campaign, attempting to go all out to regain ground lost to Under Armour (who overtook Adidas as runner-up to Nike in the athletic apparel market).

“What you’re seeing is Adidas rewriting our playbook about how we want to express our brand, week in, week out,” Atkins said.

Iris Takes on Haters for Adidas

Iris has launched a new campaign for Adidas in the UK, entitled “There Will Be Haters.”

The ad calls on soccer stars Luis Suárez, Gareth Bale, James Rodríguez and Karim Benzema to illustrate that talent attracts haters. “They hate the way you walk” begins the voicover at the beginning of the ad, “they hate the way you talk. They hate the way you stand up and the way you stand out.” Scoring “all the goals” and “all the girls” are also listed as reasons for the hate. (Of course, if you’re Luis Suárez, they might just hate you for, you know, biting people.)

The conclusion of the spot jumps to the chase, stating, “And they hate your shiny new boots. They hate your boots, because they wish they were in them.” The presumed (and rather obnoxious) message being: if you want people to envy and hate you, wear Adidas.

Credits:

Agency: Iris

Creative director – Adam Fish
Design director – Iain Robson
Managing partner – Henry Scotland
Group account director – Simon Yoxall
Account director – Greg Dade
Producer – Jeremy Muthana

Production company – Frenzy Paris
Director – Ernest Desumbila
Producer – Willy Morencé
DOP – Borja López Díaz

Post production – Limon Studios – Barcelona
Post production lead – Albert Montero Vera
Producer – Willy Morencé
DOP – Borja López Díaz

TBWAChiatDay, Adidas Throw a World Cup House Party

For the Super Bowl, the game is the advertising. For the World Series, ads are a respite. For the World Cup, however, there’s just not as much fanfare. TBWAChiatDay hopes to change that with its new spot for Adidas.
The work features retired legends of football/soccer/futbol (depending on who you ask) David Beckham and Zinedine Zidane, who are bored watching the young guys Gareth Bale and Lucas Moura playing EA Sports’ 2014 FIFA World Cup.
And then, a jewel-encrusted goblet of male bravado spills on the hardwood floor as a real soccer game trashes “Beckhingham Palace.”

Now that you’ve recovered, click through for some credits.

continued…

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Beckham and Zidane Star in Adidas World Cup Ad That's Actually, You Know, Fun

Epic ads are crowding the field ahead of Thursday’s World Cup kickoff, but Adidas doesn’t mind just having a little fun, sometimes.

This spot from the official sponsor, via TBWAChiatDay, finds retired giants of the game David Beckham (age 39) and Zinedine Zidane (41) bored while watching whippersnappers Gareth Bale (24) and Lucas Moura (21) playing EA Sports’ 2014 FIFA World Cup video game. The old men challenge the young men to kick a ball around in real life, and the foursome proceed to trash Beckhingham Palace, the posh home Becks used to occupy with his wife Victoria (before they moved to a much more expensive one).

The roguish spot is a welcome respite from anxiety-ridden opuses like Nike’s animated takedown of knockoff players, or Beats by Dre’s ode to pre-game rituals, or Adidas’s own Messi nightmare, or the brand’s PETA-trolling cow-heart campaign.

It is a game, after all. And given that it’s one where players tend to tap out well before 40, it’s nice to see age trump beauty for a change.



Adidas Creates a Bloody Mess With World Cup Ads Featuring Gory Cow Hearts

Animal rights activists are upset about, well, everything, but they’re especially mad about an Adidas World Cup campaign in which soccer players are holding bloody cow hearts.

The tagline for the ads featuring players from various nations is reportedly, “During the World Cup, I will give my heart to the cause.”

After the images were leaked on German forward Lukas Podolski’s Instagram account, they were quickly criticized by Four Paws, an animal rights group from his own country. “He says he’d give his heart but it wasn’t his heart was it?” a group spokesperson said in a statement to the media. “It was the heart of an innocent animal.”

Podolski has defended the creative, saying, “I don’t find [the ad] disgusting,” adding that “it just shows my promise to give my heart in our bid to win the World Cup.” Thanks for that keen observation, Lukas.

The brand’s social media channels have also been flooded with comments from disturbed fans. “Seems like Adidas’ campaign managers did not realize people actually do like animals and don’t want their hearts being cut out, dripping with blood,” noted one Facebook commenter.

What I don’t get is why they had to use real cow hearts in a photograph-based ad campaign when fake anything hearts would have worked just as well. Unless they were trying to rile up the animal rights crowd for publicity purposes, it just seems like wasted energy. If a giant glob of Gummi Bear is good enough for Daenerys Targaryen, it should be good enough for the World Cup.

Via New York Daily News.



Adidas promete para breve um app que estampa tênis com fotos do seu celular

O nível da customização da moda acaba de subir mais um degrauzinho. A Adidas anunciou em seu Instagram que irá liberar em breve um app que permite estampar tênis usando imagens do seu celular.

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O serviço, chamado de ‘Miadidas’, vai ajudar a colocar em um par de Adidas ZX Flux a sua fotografia favorita, criando um item fashion exclusivo e personalizado. O app deverá ser liberado em agosto, e vai funcionar tanto para iPhones quanto para smartphones com Android.

Não ficou claro, contudo, se a iniciativa será internacional. Nos EUA, um par de ZX Flux custa em média 90 dólares, e a expectativa é que os tênis da linha que forem customizados não ultrapassem a marca de 200 dólares. No Brasil, o mesmo par custa quase 400 reais, o que faria com que o modelo customizado pudesse facilmente chegar à exorbitante marca de 1 mil reais.

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Outro detalhe é que, apesar da personalização ser interessante e chamar a atenção, fico imaginando o show de horrores de imagens de comida sendo estampadas em tênis, ou de gente tentando colocar retratos como estampa para o calçado. O negócio é esperar agosto chegar para ver quais serão as criações dos fãs da marca.

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Adidas leva Brazuca para um passeio ao redor do mundo

A Adidas resolveu levar a Brazuca, bola oficial da Copa do Mundo FIFA 2014, por um passeio ao redor do mundo alguns meses antes do início do evento. “Brazuca Around the World” é uma série de webdocumentários que propõe mostrar a paixão pelo futebol compartilhada por diferentes nações.

Os depoimentos foram registrados por seis câmeras inseridas dentro da bola – apelidada de Brazucam -, o que permitiu a captação de imagens em 360º. Abaixo, o primeiro episódio nos leva a Espanha, onde a Brazuca desembarcou com o objetivo de descobrir o segredo de La Roja: o que torna a Seleção da Espanha quem ela é? A resposta: é preciso um time inteiro para se levantar um troféu.

A próxima parada é a Alemanha. Também possível acompanhar as andanças da Brazuca pelo Twitter ou no site oficial da Adidas.

A criação é da TBWA.

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Adidas Puts 6 Cameras Inside Its World Cup Ball and Sends It on a Global Journey

Adidas would like to introduce you to the official 2014 World Cup stalker ball.

The brand, with help from TBWA, has put six cameras inside a very special version of its official game ball for the tournament, and will send it on tour to places like London, Munich and Madrid, filming ball's-eye footage of soccer scenes and releasing video episodes in the run-up to this summer's games in Brazil.

This way, you can appreciate what it feels like to look at star players like Xavi Hernandez and Bastian Schweinsteiger in the face, and then watch them wind up to kick you in yours.

Lest you escape unscathed, the campaign comes with a pun—the camera-ridden ball is a "brazucam," a play on the official ball's name, "brazuca" (a word that refers to both Brazilian national pride and Brazilian expatriates).

You can follow @brazuca for updates, because it's always fun to give inanimate objects social media profiles.




Adidas lança Play Fast or Fail

Para promover a linha adiZero f50, de Lionel Messi, a Adidas lançou o game Play Fast or Fail, criado pelo estúdio MediaMonks. O cenário é o Rio de Janeiro, durante um jogo da Copa do Mundo 2014, e o objetivo é simples: fazer gols. Só que, para isso, o usuário tem de ser rápido e driblar os jogadores do time adversário.

A sacada, entretanto, é que a velocidade do jogador é definida por tweets ao vivo com a hashtag #Teammessi. Quanto maior o buzz da torcida, maior a velocidade do usuário, que pode acompanhar o “buzz-meter” em tempo real.

Além do game, a campanha inclui um filme criado pela iris, e também produzido pelo MediaMonks, que ficou responsável pelo CGI. Vale o play.

messi

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Spray Can Project

Un excellent projet par le graphic-designer Antonia Brasko, avec sa société Norwood, qui réunit les différentes marques du monde du luxe et du street-wear dans une série de bombes aérosols. Un concept intitulé « Spray Can Project » à découvrir en images sur son portfolio et dans la suite de l’article.

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antonio-brasko-hermes-acyrlic-spray-can
antonio-brasko-gucci-acyrlic-spray-can
antonio-brasko-givenchy-acyrlic-spray-can
antonio-brasko-dr-martens-acyrlic-spray-can
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fendi
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Adidas revela a bola da Copa do Mundo 2014

Em evento no Rio de Janeiro, nesta noite de terça-feira, a Adidas apresentou a Brazuca, bola oficial da Copa do Mundo de 2014.

O design parece ter pouca relação com o Brasil, mas a marca afirma que muita tecnologia foi utilizada no desenvolvimento da bola. Um processo de quase 3 anos de testes, envolvendo 600 jogadores profissionais, e feita através de uma estrutura simétrica de seis painéis que possibilitam aderência e estabilidade em campo.

O comercial (acima) é protagonizado por diversas estrelas do esporte, brincando com o que seria o ponto de vista da própria pelota. Inclui cenas no Brasil, com uma pelada no campo de terra batida, e… uma galinha. Acho que o Fernando Meirelles fez o mundo acreditar que as ruas do Brasil estão infestadas de galinhas.

A Brazuca tem até perfil no Twitter, e uma ação para divulgar o lançamento vai dar uma bola para todos os bebês nascidos no dia 3 de dezembro de 2013. Basta o pai/mãe comparecer com a certidão de nascimento da criança em dos postos de trocas listados no site adidas.com.br/copadomundo.

Vale a pena aproveitar, pois o preço estimado da bola é de R$ 400.

Adidas

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Adidas Originals with Cardboard

L’illustrateur et graphiste britannique Chris Anderson a répondu à la demande de la marque The Chimp Store en rendant hommage aux modèles de sneakers les plus connus de la marque Adidas. En reprenant notamment la Stan Smith pour en faire une représentation en carton, ces créations d’une grande qualité sont à découvrir dans la suite.

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Adidas Originals with Cardboard
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