Adidas:72andSunny named global agency for the group's sports business.

By

Sarah Ahssen

Published
Mar 12, 2015

Adidas is teaming up with advertising agency 72andSunny for its global sports campaigns. This collaboration that starts immediately will focus on football, running, basketball and women's efforts; key segments for the German kit supplier. "Sports is the most important division for Adidas, it defines our brand," Jocelyn Robiot, Senior Vice President Brand Management at Adidas, adamantly affirms.

In addition to the Los Angeles and Amsterdam offices of 72andSunny (with clients like Axe, Google, Samsung, Starbucks and Adidas…), Adidas is maintaining its partnership with Carat/Aegis as its international advertising agency, while Johannes Leonardo, New York, continues to be the main creative agency for Originals.

In 2011, Adidas launched "Adidas is all in", the biggest campaign in its history orchestrated by the Sid Lee agency. The different ads thus showed the extent of the kit supplier's offer basing itself on Adidas Sport Performance, Adidas Originals and Adidas Sport Style. This time, the German sports giant, which ended its 2014 financial year with sales up 6% at 14.534 billion euros, seems to want to clearly identify each of its segments, and separately at that.