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.”
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