Posts Tagged ‘Sports apparel’

Adidas — All In

Tuesday, March 22nd, 2011

jtherkal: Adidas is launching it’s largest advertising campaign ever, with the likes of Derrick Rose, David Beckham, Katie Perry, Dwight Howard, Lionel Messi, B.O.B., and *fights gag reflex* Notre Dame. There are some things I like about this, and some I don’t.

First, I like “all in” as a tag line. If this is the new direction, I think there’s tons of room to do great work against it. Although I also love “impossible is nothing,” so I’ll miss that. I like that they include the “lesser” sports. Girl’s lacrosse! I love blending off-field style with on field talent, and Adidas is definitely a fashion/sport brand.

But there’s something off about this spot. The music doesn’t do it for me, doesn’t get me fired up, and doesn’t quite match the tone of the footage. And for some reason it feels kind of generic, despite all the star power. That being said, I’m looking forward to a possible ad war between Nike and Adidas. Nike has been at the top for so long, it’s time for Adidas to come out swinging.

And really, they have ND scoring on Michigan in there? Have they been around for the last two years? Shoelaces! Drop half a grade for that. Solid B.

sjbooher: “All In” is ridiculously overused at this point… so they got off on the wrong foot with me. Then they just show a bunch of highlights, barely spotlighting their brand or their products. Well, the products are probably there, but you don’t really know it unless you are really trying to spot them. I don’t get it. Looks like a generic highlight reel to me. 5 people spliced together better reels on youtube of these same stars in the time it took me to write this. And this is the product of their biggest campaign? Full of sound and fury, signifying nothing. Or as Dr. Dre so succinctly put it, you talking loud as a MF, but ain’t saying ish. D-.

Jordan Brand — Maybe It’s My Fault

Friday, April 25th, 2008

sjbooher: Remember how I mentioned that the dialog in the NBA split-head ads seemed scripted and forced? This is the exact opposite. Did MJ write this script while smoking a stogie and playing cards at the 19th Hole? I wouldn’t put it past him… but probably not. Does it sound like it could be an inspirational, from the heart speech he might give at the end of some camp for high schoolers? Definitely. Jordan Brand gets it right over and over again. They convey an image of superiority… of greatness… that you just want to be a part of. A+.

jtherkal: It’s hard to go wrong when Jordan is the voice of your brand. And your brand is actually his brand. He’s a proven winner and you instantly associate greatness with the product (except for Hanes, which somehow has managed to develop a “silly underwear” personality with Jordan and Cuba). It’s a good reminder that behind every great player is determination and drive and hard work. I sort of understand using the imagery they used, with no footage of him actually playing, but couldn’t they have found some training footage? Shooting free throws after hours in the gym? Anything? We want to see Jordan in action. A-.