Adidas All In

So this the new Adidas video ad, set to Justice Civilisation and directed by Romain Gavras.

I like that it pitches Adidas as far more than ‘just’ a sports brand. I want to make it clear that I see nothing wrong with being a pure sports brand. However, in addition to the cool high fashion stuff (Stella McCartney) and pop collaborations (Katy Pezza), they are ALSO a sports brand, so I’m sad that there are no female athletes in this ad.

I do however, like its rough-around-the-edges appeal and its documentary style that prevents it from feeling tired even after numerous watches. US agency Sid Lee are the folks responsible for the ad; it’s their second video for the brand. Watch it here.

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