In 2010, adidas had reached a crossroads. The brand needed to reconnect with its target — next-generation youth looking for fun, self-expression, and recognition — and strengthen its story to tell this younger audience what the 3 stripes really meant.That’s where we came in. We were mandated to show this audience what adidas stood for by consolidating the brand’s sports, street, and style stories into one unified anthem.After a worldwide tour to discover the common bond between competitive, leisure and lifestyle players, we discovered a fundamental truth about youth:No matter what they do, they put their hearts in it. They go all in.Youths’ love for the game — any game — is relentless. No matter the outcome, all they want to do is keep going.

We needed a unified message for adidas. The result was an all-encompassing campaign that connected adidas’ stories under a central theme: adidas is all in.This theme became a 60-second film showcasing the adidas overarching brand story. Over 5 months, our production team recorded hours of footage and thousands of stories united by the idea of going all in.To build anticipation, we released 5-second teasers to whet the public’s appetite.The film acted as a catalyst for the huge campaign unleashed across all media. Retail spaces were transformed and hosted unique regional events all over the world. Our teams created an interactive 'endless re-edit' video produced from footage of multiple stories. Our celebrity partners (including Katy Perry, Lionel Messi, David Beckham) blew up their social networks. We spread the anthem across all of adidas’ fan pages on Facebook and built a united YouTube platform for adidas’ 16 channel-specific categories.

The campaign was adidas’ largest ever in its 60-year history. From pre-launch through launch, 1.7m unique visitors accessed the YouTube channel. Facebook fans rose to 2.5m and adidas.com attracted an additional 2.1m unique visitors. Google searches rose by 300%, and e-commerce sales and subsequent e-commerce revenues increased by 7.5% and 11% respectively (vs. average YTD). But most importantly, at the end of 2010, adidas AG reported a 13% increase in world sales for the year.