Adidas is All In

adidas has launched “All In”, a large integrated advertising campaign featuring Sport Performance, adidas Originals and adidas Sport Style sub-brands together. The campaign is centred around a video featuring Justice track “Civilization” and adidas sports and culture personalities, including Katy Perry, Derrick Rose, David Beckham and Lionel Messi, B.o.B. and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly. The adidas YouTube channel includes different TV and online versions of the film and drives viewers to the Adidas Facebook page, where viewers can submit their own “game face” photo for a chance to appear in an Adidas spot to air during the MTV Movie Awards. Short films by filmmaker Romain Gavras document Katy Perry, B.O.B., Lionel Messi, David Beckman, Derrick Rose, Dennis Busenitz, Louis Smith and The Like during their daily life. Adidas ran a number of short teasers in the week leading up to the launch of the All In campaign on March 16.

Adidas is All in

Heart over head. Inclusion over ego. United by passion, we go all in. Click on the image below to play the Adidas Is All In video.

The Like are all in. What inspires a band to fulfill their passion of performing on the biggest of stages alongside The Kings of Leon, Muse and Arctic Monkeys? Click on the image below to play the Like All In video.

The streets of Buenos Aires to the bright lights of the stadium, a lifetime of training comes down to 90 minutes of action. Messi goes all in. Click on the image below to play the Messi All In video.

Derrick Rose is all in. Feel the passion with the American Basketball star and get all in with adidas in 2011.
Click on the image below to play the Derrick Rose All In video.

Concrete is his canvas, the city is his studio, but his masterpiece won’t be found in any museum. Street artist Cyclops goes all in. Click on the image below to play the Cyclops is All In video.

He was born in Georgia, raised in Decatur, but the stage has always been where he’s most at home. 500 fans packed into a warehouse in London’s East End get a performance they won’t forget: B.O.B. goes all in.
Click on the image below to play the B.O.B. All In video.

In 2008 Louis became the first British gymnast to win an Olympic medal in 100 years. If he is going to turn bronze into gold at London 2012 he is going to have to go all in.
Click on the image below to play the Louis Smith All In video.


The Adidas All In campaign was developed at Sid Lee, Montreal, working with Adidas Canada president Steve Ralph and Adidas USA president Patrick Nilsson.

Filming was shot by director Romain Gavras via Soixante Quinze nd director of photography Andre Chemetoff.