Adidas sponsorship of Team GB athletes at the 2012 Olympics was highlighted in a series of portraits used for cover wraps for the daily Metro newspaper. Part of the Take the Stage campaign, the campaign encouraged Metro readers to take their copy of the paper into any of the four London Adidas stores to exchange it for a limited edition print of that day’s illustration. The print giveaways were promoted through Adidas social media channels and via the Metro itself. Illustrations to celebrate the opening and closing ceremonies of the Games book-ended the campaign.
The Adidas Metro Covers campaign was developed at Sid Lee and The Church of London, with artists Joshua Budich (Opening Ceremony), Noma Bar (Bradley Wiggins), Geoff McFetridge (Lizzie Armistead), Paul Willoughby (Zoe Smith), Ian Wright (Jessica Ennis), Tavis Coburn (Sir Chris Hoy), Charles Williams (Louis Smith), Steve Gee (Alistair Brownlee + Jonathan Brownlee), Craig & Karl (Phillips Idowu), MVM (Andy Murray), Another Example (Aaron Ramsey), Paul X. Johnson (Victoria Pendleton and Jess Varnish), Joe Wilson (Pete Reed), Maya Wild (Shanaze Reade), Studio Von (Tom Daley), and Andrew Rae (Closing Ceremony).