With just over 100 days to go until the start of the Olympic Games, adidas has revealed their biggest ever UK campaign – take the stage.
An all-new 60 second TV ad kicked off the campaign at the weekend, with track cyclist Victoria Pendleton just one of the Team GB athletes and entertainment stars looking to take the stage.
The campaign showcases that there is a stage for everyone in 2012, whether you are in to sport, street or style, and the narrative of the advert tells the story of how you can go from the top deck of the bus to the top of the charts overnight.
Further adverts, fronted by global icon David Beckham, music star Wretch 32 and US Basketball player Derrick Rose, will show how adidas is giving the Great British public once-in-a-lifetime opportunities to take the stage and showcase their talent.
Beckham calls for the public to submit their own photography to win the opportunity to be the photographer on set with him, Wretch 32 is in search of one lucky music artist to open on tour for him this year and NBA star Derrick Rose is looking for someone to play ball in the States with.
Why not take the stage yourself through their website www.adidas.com/all2012? The brand will be offering a series of once-in-a-lifetime opportunities across sport, street and style in this year-long campaign.
adidas Marketing Director Nick Craggs said: “Our new take the stage campaign is designed to showcase London but also the talent that exists within Great Britain.
“adidas is providing young people across Britain once in a lifetime opportunities that could change their lives. We feel the campaign is a great way to celebrate London and inspire the rest of Britain.”
To give an insight into the life of an Olympian and to get behind the scenes with some of the biggest names in sport, adidas has also announced that they will be giving comedian and TV presenter Keith Lemon an all-access pass to everything the brand will be doing in 2012. Lemon will be tasked with creating his own very special brand of content that shows members of Team GB like you’ve never seen them before – take a look as he talks bunny hops and BMX bicycles with Victoria Pendleton here (it gave us a giggle!)
Jessica Whittington, Sportsister
The Women’s Sports Magazine