Home / Knowledge / News / Apparel/Garments / Champs & adidas Originals launch Tumblr-inspired campaign
Champs & adidas Originals launch Tumblr-inspired campaign
16
Mar '13
Champs Sports and adidas Originals are launching the latest adicolor Collection with a first-of-its-kind, Tumblr-inspired advertising campaign featuring three of the hottest tastemakers in professional sports. A 30-second television commercial starring Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos premiered Thursday, Mar. 14 during the TNT broadcast of the Knicks vs. Blazers NBA game.

The 30-second broadcast spot brings to life the mixed media found on the typical high-school teen’s Tumblr feed, including photos, video, illustration and games, hitting on all of the cultural touch points that matter to guys -- sports, entertainment, fashion, music and women.

The commercial presents splashes of hues from the adicolor Collection set to the beat of up-and-coming hip-hop production duo TNGHT’s “Higher Ground,” which serves as the bass-heavy background track. The disruptive creative was conceived to turn the attention of multimedia-tasking teens to TV, then back online where they can view alternate versions of the commercial.

Champs Sports-adicolor campaign ads started airing on network and cable TV on Mar. 14, while digital media placements will appear on the sites of key sports and lifestyle media partners beginning Mar. 20. Fifteen- and 60-second versions of the commercial will appear online and on broadcast, and three separate 15-second spots will feature each athlete individually.

"The adicolor Collection, available at Champs Sports, is all about building your game with the freshest footwear and apparel from adidas,” said Frank Bracken, vice president of marketing, Champs Sports. “The guy who buys gear at Champs gets his style cues from the athletes he respects and the media he consumes. That’s what drove the strategy behind our new Tumblr-style creative. It’s a visual and sonic sugar rush that represents three professional athletes who have just as much game off the court as they do on it.”

Since its launch in February 2007, the Tumblr microblogging platform has been used to start more than 97.7 million blogs featuring more than 44.6 billion posts. Designed to make sharing content a seamless process, more than 58.1 million unique monthly visitors rely on Tumblr sites for news, video, photos and inspiration. Males 18-to-24 years of age are among the most indexed groups to visit Tumblr sites, according to comScore.

adicolor is a collection of adidas Original's iconic footwear and apparel styles featuring a wide assortment of core basics and seasonal colors. Champs Sports is the lead retail partner for adicolor in the U.S. The campaign was produced by Portland-based creative agency Kamp Grizzly.

"We are excited to showcase three of our premier athletes and their off court style in the latest adicolor campaign with Champs Sports," said Kelly Olmstead, director brand marketing, adidas Sport Style. "Athletes choose their gear just as thoughtfully off the court as they do on the court. In this spot, were able shoe how adicolor allows for each athletes' originality and style to come through.”

Champs Sports


Must ReadView All

ITC, ICS tie up to help Moroccan textile value chain

Textiles | On 21st Apr 2018

ITC, ICS tie up to help Moroccan textile value chain

The International Trade Centre (ITC) has partnered with ICS, which...

Bangladesh garment manufacturers call for fair pricing

Apparel/Garments | On 21st Apr 2018

Bangladesh garment manufacturers call for fair pricing

Bangladesh garment manufacturers want a ‘commensurate adjustment’ by...

CB&I bags ethylene technology contract from Lianyungang

Textiles | On 21st Apr 2018

CB&I bags ethylene technology contract from Lianyungang

CB&I, a leading provider of technology and infrastructure for the...

Interviews View All

Headhonchos
Textiles & allied industry

Textiles industry is always in the forefront in accepting latest technology

Representatives
Textile & apparel industry

GST is a complicated and lengthy process

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Riddhi Jain

Conceived in Europe and curated in New Delhi, NeceSera is a...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Suresh P Bagrecha

Komal Texfab, founded in 1981, is into manufacturing of knitted fabrics,...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Amiben Shroff
Shrujan

From its modest beginning in the late 1960s, Shrujan has grown into a...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search