adidas has released its first ever global campaign that marries the Sports and Style sides of the brand. The campaign centres around an epic video directed by Romain Gavras, featuring a slew of adidas celebrities, from Katie Perry to David Beckham and Jeremy Scott, all set to a brand spanking new track from French electro gods Justice.
Populace sites Hypebeast, LOOKBOOK.nu, SneakerFreaker and Grooveshark are being tapped as key partners, each bringing to the campaign a unique audience and way to showcase the brand’s video assets.
Grooveshark, the latest addition to the Populace family, is a hugely popular global music streaming site, with 605,000 Australian UBs. Its unique video skin is an extremely impactful and creatively rich way to bring the 2 minute video straight to the target audience’s eyeballs, using demo and music taste targeting to hone in on its sweet spot of young music lovers.
Grooveshark Video Skin
On Hypebeast.com, the massive “obese boy” homepage banner unit is being used to showcase the video, whilst video banners, editorial and Facebook posts are being used by LOOKBOOK.nu and SneakerFreaker to engage their highly influential audiences.
Hypebeast "Obese Boy" Video Banner
Through Populace, adidas has been able to speak directly to an audience of close to 1 million young culturally engaged individuals, utilising a range of creative units to showcase its video assets.
