adidas Launches Football Film Project "Dream Big"

4/22/2008, 11:00 AM (Source: GlobeNewswire)
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Herzogenaurach, 22 April 2008 - Today adidas is launching the
football campaign for 2008 in Germany. The world's biggest football
stars meet the world's smallest football teams in a film project
called "Dream Big". The concept continues the adidas tradition of
showcasing elite-level athletes alongside real people, inspiring and
enabling them to achieve their impossible, further enhancing the
brand statement "Impossible is Nothing".
 
The integrated communication mix includes TV, digital, mobile, print
and retail components, guiding consumers to the campaign's
centerpiece - a 12-episode web series found at
www.adidas.com/football.  In Germany, the TV spot will kick off on
26 April 2008. The media push covers Asia, Europe, Africa and the US
and will extend throughout the summer to tie in with the UEFA EURO
2008(TM).
 
As Official Sponsor of UEFA EURO 2008(TM), adidas supplies the
Official Ball and equips officials, referees, volunteers and ball
boys. In addition, the sporting goods company outfits five national
teams: Germany, France, Spain, Romania and current European Champion
Greece.  With the UEFA EURO 2008(TM), adidas plans to expand football
leadership in the host countries as well as worldwide.
 
Rather than only focusing on the big football superpowers for the
UEFA EURO 2008(TM), adidas instead also shifts the attention to
lesser known football teams with the notion that anyone can "Dream
Big". Kaká, Lionel Messi, Steven Gerrard, David Beckham, Michael
Ballack, Philipp Lahm and Lukas Podolski are amongst the all-star
group of footballers that were sent out on missions to Andorra, San
Marino and the Isles of Scilly (UK) to coach local teams.
 
A small number of young boys and girls were selected by 180, adidas'
advertising agency, to take part in what they thought was a
straightforward documentary about football - they were totally
unaware of the star players' involvement. The surprise element led to
some extraordinary charming and real moments between players and
kids.  
 
 
 
Bernd Wahler, Chief Marketing Officer adidas Sport Performance, says:
"I love this campaign because it encompasses what our brand is all
about. We want to inspire and enable athletes around the world. It
was a dream come true for those kids to be able to play with some of
the best footballers on the planet."
 
 
***
 
 
Contacts:
 

Media Relations Investor Relations
Jan Runau Natalie M. Knight
Chief Corporate Communications Vice President Investor
Officer                  Relations
Tel.: +49 (0) 9132 84-3830       Tel.: +49 (0) 9132
84-2187
   
Anne Putz Hendric Junker
Head of Corporate PR Senior Investor
Relations Manager
Tel.: +49 (0) 9132 84-2964 Tel.: +49 (0) 9132
84-4989
   
Kirsten Keck John-Paul O'Meara
Corporate PR Manager Senior Investor
Relations Manager
Tel.: +49 (0) 9132 84-6207 Tel.: +49 (0) 9132
84-2751

 
Please visit our corporate website: www.adidas-Group.com
 



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adidas AG
Herzogenaurach Germany

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