Never mind its sponsorship-based spat with rival Nike ahead of the London 2012 Olympic Games. As part of its official Olympic sponsorship, Adidas has launched "Take the Stage" as an invitation to fans and Olympic Games visitors to "show us something with heart, something with passion and this slot could be yours."
The campaign — which aims to give undiscovered talent (namely, 32 teenagers from London's boroughs) the chance of a lifetime on the platform of a lifetime, at the London 2012 Summer Olympic Games — launched on April 7 on ITV1's Britain's Got Talent show.
The video at top features Team GB athletes Victoria Pendleton, Louis Smith and Tom Daley, as well as TV comedian Keith Lemon and musician Example. The promo, created by Toronto-based agency Sid Lee, tells the story of overnight success going "from the top deck of the bus to the top of the charts.”
Fans are invited to engage in activities on the brand's website and dedicated landing page, its Facebook page, and at @AdidasUK on Twitter using the #takethestage hashtag. The campaign also cross-promotes the brands Sport, Street or Style products, its official Team GB kit, and brand ambassadors with prize offerings.
Adidas marketing director Nick Craggs commented: "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."
Some examples:
The NBA's 2011 MVP and star of the Chicago Bulls, Derrick Rose (aka D Rose, above), is inviting one fan the chance to come and play ball with him in Chicago, all expenses paid, plus a couple of tickets to a Bulls game and £500 of adidas gear.
Soccer legend David Beckham, below, is offering aspiring photographers the chance to join him at an upcoming photo shoot:
British rapper Wretch 32, who recorded the soundtrack for the TV campaign, is searching for a music act to perform on his tour.
One aspiring ad creative, a particpant named Andre, also got the opportunity to travel to Toronto to meet with the Sid Lee agency and discuss the thinking behind the new adidas campaign:
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