Browsing: Adidas

News
Adidas implodes its new jersey onto the All Blacks
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Following the sneak peak earlier this week, today Adidas revealed the new All Blacks’ jersey with a Facebook video by August that racked up hundreds of likes in the first half an hour. And while the jumper stands to improve the players’ game, what generates all the hype for fans? The All Blacks’ success and a sci-fi video appear to have done the trick.

News
From killers to trainers
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In response to growing concern about this issue, Adidas has partnered with not-for-profit organisation Parley for the Oceans to develop a pair of sneakers made entirely out of waste collected from the ocean. And the prototype for these shoes was recently unveiled at a speaking event.

News
Richie McCaw and Sonny Bill get deep in ‘Take Today’ Adidas campaign
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Adidas has released a new global campaign about seizing the moment, which features some of the world’s top athletes, including All Blacks Richie McCaw and Sonny Bill Williams. The campaign features 30-second TVCs of top athletes from around the world who are at the top of their game in their respective sports, delivering short monologues about why they “take today”.

News
Adidas colours in the All Blacks jersey, gets freaky for promo video
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Planned obsolescence and apparel manufacturers go together like chimichurri and steak, with small changes to jerseys requiring true fans to buy new ones regularly. But, at a launch event in London ahead of its northern tour, Adidas claims to have made some big changes to the fancy new hi-tech All Blacks jersey by getting rid of the white collar, adding gun-metal grey lettering and, after player feedback, making two versions: one for the forwards and one for the backs.

News
Sonny Bill gets deep and meaningful for Adidas
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The elusive Honey-billed William is like catnip to brands (and media). And after he announced his return to rugby earlier this year, Adidas swooped in and signed him up as an ambassador in May. Now it’s released a short clip telling his story as part of its #leaveyourmark campaign. PLUS: exciting jersey-related news.

News
Adidas gets kick out of Messi’s boot
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Adidas has created the game Fast or Fail which it says relies on the power of the social crowd to determine how fast a player can move. It’s a novel approach to marketing a soccer boot and drumming up attendance at the FIFA 2014 World Cup.

News
The All Blacks’ comedy roadshow
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The NZRU has made no secret of the fact it wants to get more sponsorship dollars. And certain All Blacks are already making their own endorsement hay while the sun shines. Sadly, big locks Brodie Retallick and Sam Whitelock aren’t on that list, but, as this clip shows, the cocktail-loving hard men are well and truly up for it.

News
Sponsors make hay while Murray shines
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Not surprisingly, the British press went berserk after Andy ‘History Boy’ Murray became the first British male to win Wimbledon since 1936 (check out a few of the front pages here, the best of which was from The Times). And, also not surprisingly, the sponsors are getting their pound of flesh too.

News
Iron men: Adidas and Augusto put All Black stars to work
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‘Creatively-led, humanity-obsessed’ agency/production company Augusto has done some good work for Adidas in recent times, like the 60-minute documentary on the history of the All Blacks jersey and the Supersounds campaign. And for its latest trick, it’s got Richie McCaw, Dan Carter and Israel Dagg to embrace their domestic sides to promote the arrival of iron-on numbers on fan jerseys.

News
Steinlager’s All Blacks ad shows it’s tough at the top—UPDATED
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All Blacks sponsors have a long history of piecing together some game-day footage, showing a few big hits, adding a bit of emotive language to illustrate the mana of the black jersey and trying to give Kiwis a few goosebumps. Adidas did it to pretty good effect during the Rugby World Cup. And, with the game against the French kicking off on Saturday, Steinlager, which has sponsored the All Blacks for 27 years, has done it as well with a dubstep-backed ode to one of the most successful teams in world sport.

News
Old meets new as Doublefish brings some nostalgia to the intertubes
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This industry isn’t renowned for its institutional memory and, when looking for candidates for the Back Then section in NZ Marketing, it’s a surprisingly common occurrence to hear back from agencies and brands who aren’t able to find any of their early advertising work. Online repositories are certainly helping to remedy that situation, and a good example of that is the nostalgia section on the new website of Wellington creative consultancy Doublefish, which is worth a gander for anyone with a passing interest in the craft of advertising—or local popular culture.

News
AIG packs down with the NZRU
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In what could be seen as either a blow for rugby purists lamenting the sport’s descent into commercialism or a massive boost for the New Zealand Rugby Union—and the game as a whole—global insurance company American International Group has signed a five and a half year sponsorship agreement that will see its logo take pride of place in the middle of the All Black jersey.

News
Adidas ups the All Blacks interaction with Game Day app
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Sponsorship is less about logos on hoardings and more about activation these days (although ANZ might disagree after its logo-fest at The Cloud for Valerie Adams’ gold medal ceremony last week). In fact, some believe the old ratio of three dollars for every one spent on the sponsorship should now be upped to five. So in an effort to offer some added value to All Blacks fans, Adidas and Carat have unveiled Game Day, a Facebook application that lets them follow live commentary, comment on the game, track up-to-the-minute stats, access player and team profiles, weigh in on referee calls, vote for man of the match, and buy Adidas gear.

News
adidas takes video paper from the Tron to Germany
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adidas New Zealand will be showing off one of the latest in marketing technology to its head office in Germany, all thanks to a Hamilton print company. Last November we told you about Print House in Hamilton’s new integrated multi-media technology that allows ultra thin video screens to ‘show-and-tell’ about a product. adidas New Zealand tried it, loved it, and are taking it to the company’s HQ in Germany.

Opinion
The Year in Review: Paul Gardiner
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While the mass-market weeklies continued to struggle last year, ACP popped a few corks when Woman’s Day finally edged out Woman’s Weekly in both circulation and readership after a very long wait. Elsewhere in 2011, special interest magazines largely seemed to hold firm despite the gloomy economy—and the predictions of death from the digitally-focused doomsayers. Sales manager Paul Gardiner goes to town on 2011. 

Opinion
The Year in Review: Jen Rolfe
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When she’s not being a non-executive director for New Zealand Rugby League, the Cancer Society or the gang responsible for the Dunedin stadium, Jen Rolfe, the ex-director of Saatchi & Saatchi digital, is spreading the digital and direct gospel with Rolfe, the eponymous boutique agency she started last year. So, here’s lookin’ at 2011. 

News
Adidas hangs up the boots, gives Aussie agencies the call-up—UPDATED
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It was a big year of rugby for adidas and TBWA\ was behind much of the work done to leverage its sponsorship of the All Blacks. ‘All In’ and Stand in Black were solid campaigns, but for many they were overshadowed by the PR shitstorm that ensued after the jersey price debacle. And as the global sports giant shifts its focus away from rugby and towards other sports, so the focus also shifts away from the New Zealand branch and towards the two agencies it uses in Australia. 

News
Raising roofs—and rugby spirits
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Who’s it for: Mitre 10 Mega and Plunket by DraftFCB and Flying Fish

Why we like it: We’re suckers for time-lapse, especially when it’s used to promote a campaign helping to raise money for Plunket. A good idea, well-made and a nice original track from …

Opinion
Penny drops, proof found in PR pudding
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It’s taken a while but the penny finally seems to have dropped. Advertising/marketing campaigns work much better if you aim to get good public relations from the get go. Not just for the brand/product but also for the campaign itself.

News
McCaw opens up—literally—for NZ Rugby World’s All Black jersey unveiling
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Print is often seen as the poor cousin of the media mix when it comes to creativity in advertising, especially when compared to some of the tricks now able to be performed in the online realm. But occasionally a publisher shows what can be done with good fashioned old paper and ink and NZ Rugby World has backed up its supreme accolades at the recent Magazine Awards with a very well-timed ‘barndoor’ cover on the August issue featuring our Dear Captain resplendent in Adidas’ new All Blacks jersey.

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