Adidas Global

• Client: Adidas
• Role: Creative Director

Creation of a new global brand positioning for Adidas Sport, Street and Style stories and the introduction of the new tagline “all in”.

This project started off as an international pitch for the German sports brand and resulted in winning the global Adidas account for the offices of Sid Lee.

We created an all-encompassing campaign with a strong anthem: adidas is all in. Thousands of stories were used to create a 60-second film, transform retail spaces, and host unique regional events. Celebrity partners were also approached and asked to get involved on social media.