The Client

adidas needs little introduction, it is unquestionably one of the worlds most prestigious sports brands. Since it’s foundation in 1949, it’s a brand that has led in innovation and design, seeking to help athletes of all skill levels to achieve their peak performance, with products spanning sports and lifestyle goods across the globe. It is impossible to imagine the sporting world without the 3 stripes.

The Challenge

Brandwave has worked with adidas since 2007 creating multiple integrated campaigns for a broad range of product categories and target markets. In 2012 we were selected as lead agency for the global launch of their new cycling category. As part of the brief, we were also tasked with supporting the highly anticipated British Cycling team kit launch. As lead creative agency we were responsible for developing all creative from photo-shoots and print advertising through to brochures and POS.

From left to right: Jonathan and Alistair Brownlee – Supernova series print ad. Lizzie Armitstead – Adistar series print ad. Jason Kenny – British Cycling team kit print ad.

The Result

Working alongside British Cycling athletes including Sir Chris Hoy MBE, Lizzie Armitstead, and Alistair and Jonathan Brownlee, we created the ‘all in for your ride’ campaign. The campaign involved the creation of all deliverables from scratch including: studio and location photography, copy writing, press & online advertising, POS, store windows, brochures and launch events. For the British Cycling kit launch, we created the ‘No Ordinary Kit. Extraordinary Results’ campaign. Seen across the UK cycling print media, the campaign focused on the extraordinary results and success achieved by the British Cycling team during the last eight years they have worked with adidas.

Clockwise from top left: adidas shelved Mannequin POS units developed for British Cycling team and inline kit launches. Supernova window for Cycle Surgery. Supernova web banner advertising on Cycling Weekly website.

“We were really impressed with the creative Brandwave produced for us. We have used this campaign internally to demonstrate best practice for launching future global campaigns across multiple media platforms.”

Cat Sinton