The campaign to launch Adidas' new ventilated footwear, ClimaCool shoes, will run in Europe, the US, Asia and Latin America, and has been created by the Amsterdam-based 180. It comprises three 30-second TV spots as well as print executions.
Breaking on 11 March, the campaign aims to demonstrate the technical features of the shoes, while capturing the youthful spirit of the product.
The campaign highlights the shoes' ventilation and moisture control fabric, which, it is claimed, keeps the wearer's feet cool and dry.
Each spot follows a cool breeze as it glides its way through a city and contains a cameo appearance by one of three Adidas athletes: the footballer David Beckham, the tennis player Anna Kournikova and the swimmer Ian Thorpe.
Shot in Los Angeles by Walter Stern through Academy, the campaign was written by Simeon Roane, with the TV ads art directed by Larry Frey and print work art directed by Ollie Watson. Post-production was through Glassworks.
In the UK, PHD planned and bought the television work, with Leagas Delaney Media handling the print work.
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