Adidas Takes The Stage Ahead Of London 2012

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The London 2012 Olympics creeps ever closer and the marketing heavyweights are pretty much all in action now. This month, for example, has seen sportswear firm Adidas launch its high-profile “take the stage” initiative.

Described as the company’s biggest ever UK ad campaign, it broke on April 7 with a 60 second TV commercial. Off the back of this, viewers have the opportunity to upload videos to an adidas online portal which then could unlock various money can’t buy prizes.

The TV ad stars rapper Wretch 32 singing about how it is possible to achieve success and stardom if you work hard and believe in yourself. As he walks and raps, various stars including Team GB athlete Victoria Pendleton, TV comedian Keith Lemon and musician Example feature in the ad. Supporting activity online then gives viewers the chance to photograph David Beckham on set, support Wretch 32 on his next tour, & play basketball in the US with NBA star Derrick Rose.

Already there are a number of viral films up on YouTube supporting the campaign. These range from comedy interviews by Lemon to short films about people who have got to spend time with stars. One sees a young cricket coach take a group of children to meet England cricketer Stuart Broad at “the home of cricket” Lords.

Nick Craggs, Adidas UK marketing director, said Take The Stage “is designed to showcase London, but also the talent that exists within Great Britain. Adidas is providing young people across Britain with once-in-a-lifetime opportunities that could change their lives."