Home / Knowledge / News / Apparel/Garments / Champs & adidas Originals launch Tumblr-inspired campaign
Champs & adidas Originals launch Tumblr-inspired campaign
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

Apparel/Garments | On 26th Oct 2016

SGS develops 4C chemical management model for apparel

SGS, a leading inspection, auditing, certification, testing, and...

Textiles | On 26th Oct 2016

Platinum Equity acquires International Textile Group

International Textile Group (ITG) has been acquired by Platinum...

Information Technology | On 26th Oct 2016

EFI & Konica Minolta to sell cloud-based MIS solutions

Electronics For Imaging, Inc. (EFI), a global technology company...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Awen Delaval

'Natural fibres are appreciated for traditional authenticity'

Victor Chao

‘In future, clothing boundary lines will become increasingly blurred.’

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Judy Frater
Somaiya Kala Vidya

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

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

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


Browse Our Archives


Advanced Search