Adidas

Comments off | By · July 22, 2026

Campaign Diaries

United Arab Emirates

Adidas Returns Color to Grey Streets

Brand: Adidas

Campaign: Go Beyond the Grey

Source: https://www.media-marketing.com/vijesti/adidas-vraca-boje-na-sive-ulice/

Goal: To reintroduce the Adistar model and energize urban environments.

Claim: Transforming grey into color

Media: Social media, retail and digital channels, outdoor advertising

Summary: The campaign 'Go Beyond the Grey' by Adidas Originals aims to bring color to dull urban environments, showcasing the Adistar model in vibrant, everyday city scenes. It emphasizes individuality and self-expression among the new generation of consumers in the MENA region through a creative approach that contrasts the shoes against grey architectural settings. The campaign includes social media, retail digital channels, and CGI outdoor visuals.

Campaign Diaries

No Brand Diaries found.

Adistar self-expression urban fashion

Argentina

New: ‘Thank You 10’, the tribute by Newcycle together with Adidas for Messi

Brand: Adidas

Campaign: Gracias 10

Source: https://www.adlatina.com/publicidad/nuevo-gracias-10-el-homenaje-de-newcycle-junto-a-adidas-para-messi

Goal: To honor Lionel Messi's retirement from the Argentine national team

Claim: Thank you, 10

Media: Documentary, Social Media

Summary: The campaign 'Gracias 10' by Adidas, in collaboration with agency Newcycle, was created to honor Lionel Messi's farewell from the Argentine national team. It featured actions starting in Rosario, moving to Monumental Stadium, and concluding in Miami. The campaign included a giant jersey exhibit as a tribute and a documentary showcasing Messi's last moments with the national team.

Campaign Diaries

No Brand Diaries found.

Farewell tribute Football Lionel Messi

Argentina

Three Cities, One Jersey, and Two Words: adidas’s Thank You to Messi

Brand: Adidas

Campaign: Gracias 10

Source: https://www.media-marketing.com/vijesti/tri-grada-jedan-dres-i-dvije-rijeci-adidasova-zahvala-messiju/

Goal: To pay tribute to Messi's career with the Argentine national team and highlight the brand's long partnership with him.

Claim: Gracias 10

Media: Documentary film, social media channels

Summary: The campaign 'Gracias 10' by adidas celebrates Lionel Messi's 21 years with the Argentine national team and over two decades of collaboration with the brand. It links significant locations in Messi's career through a journey of a jersey emblazoned with the words 'Gracias 10'. The first part featured films of Messi's teammates sharing personal memories, culminating in public displays in Rosario and Buenos Aires, and concluding with a documentary released on social media that summarizes the journey and farewell.

Campaign Diaries

No Brand Diaries found.

Adidas Argentina Lionel Messi sports campaign

Global

Adidas x Cars: When Two Brands Cross Universes and the Market Exhausts Stock (Lesson in Co-Creation)

Brand: Adidas

Campaign: Adidas x Cars

Source: https://infonegocios.biz/infomiami/adidas-x-cars-cuando-dos-marcas-cruzan-universos-crossing-y-el-mercado-agota-el-stock-leccion-de-co-creacion-2

Goal: To create a co-branded product that appeals to multiple generations and utilizes nostalgia as a financial asset.

Summary: Adidas and Cars have collaborated to release a special edition footwear line, featuring designs inspired by characters from the Cars franchise. The campaign leverages nostalgia and co-creation to produce unique products that resonate with consumers, resulting in quick sell-outs at various retailers. The collaboration exemplifies how brands from different sectors can combine their strengths for mutual benefit, engaging both older fans and their children.

Campaign Diaries

No Brand Diaries found.

co-branding limited edition nostalgia

Croatia

JENNIE’s first collection for adidas starts from ballet

Brand: Adidas

Campaign: Cosmic ballerina: Kinematics

Source: https://www.media-marketing.com/vijesti/prva-kolekcija-jennie-za-adidas-pocinje-od-baleta/

Goal: To merge ballet aesthetics with adidas' functionality

Summary: JENNIE has taken on a significant creative role in her collaboration with adidas Originals, resulting in the adidas Originals by JENNIE FW26 collection. This collection, which she co-designed, merges the functional heritage of adidas with the controlled aesthetics of ballet, creating modern pieces such as reimagined Superstar sneakers and various apparel. The accompanying campaign, Cosmic Ballerina: Kinematics, features JENNIE in a surreal space, highlighting the contrast of ballet control with themes of freedom and strength.

Campaign Diaries

No Brand Diaries found.

adidas Originals ballet fashion collaboration

Global

Has adidas found the secret formula to Liverpool’s Anfield effect?

Brand: Adidas

Campaign: Feel the Anfield effect

Source: https://www.marketing-interactive.com/has-adidas-found-the-secret-formula-to-liverpool-s-anfield-effect

Goal: To promote Liverpool's third kit and lifestyle apparel inspired by the Anfield atmosphere

Claim: Feel the Anfield effect

Media: Campaign film, digital media

Summary: Adidas is launching a campaign titled 'Feel the Anfield effect' to promote Liverpool FC's third kit for the 2026-27 season. The campaign captures the energy of Anfield on European match nights and features players along with a film narrated by a lifelong Liverpool supporter. The kit, designed with inspiration from the crowd's movement, also coincides with a new eCommerce platform that enhances the shopping experience for fans.

Campaign Diaries

No Brand Diaries found.

Adidas campaign eCommerce Football Liverpool FC

The Best Ads of 2026 So Far

Brand: Adidas

Campaign: Backyard Legends

Source: https://www.adlatina.com/publicidad/los-mejores-anuncios-de-2026-hasta-el-momento

Goal: Celebrate the magic of local football through storytelling

Media: long-format advertisement

Summary: The article reviews some of the best advertising creativity of 2026 so far, highlighting particularly human-centered themes amidst the rise of AI. Notable campaigns include Adidas' 'Backyard Legends', which showcases the legacy of informal football matches with a star-studded cast including Timothée Chalamet and legends like Lionel Messi and David Beckham.

Campaign Diaries

No Brand Diaries found.

2026 advertising creativity Football

Global

Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion

Brand: Adidas

Campaign: Backyard Legends

Source: https://www.adweek.com/brand-marketing/adidas-world-cup-win-comes-at-a-cost-as-q2-marketing-spend-tops-1-billion/

Goal: To rekindle passion for soccer and drive merchandise sales

Claim: Brought back the love for the game

Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.

Campaign Diaries

No Brand Diaries found.

Adidas Marketing Campaign soccer Timothée Chalamet World Cup

Japan

Expanding Brand Experience to the Streets: The OOH Strategy of Developers Uncovering Marketing Possibilities with Adidas

Brand: Adidas

Campaign: YOU GOT THIS

Source: https://www.advertimes.com/20260731/article551604/

Goal: To create impactful brand experiences in urban environments

Claim: YOU GOT THIS

Media: OOH, events

Summary: In a modern market overflowing with digital advertising, Adidas Japan and Mitsui Fudosan are redefining brand experiences by extending storytelling into urban spaces through an OOH strategy. This involves overcoming strict regulations to transform the city into a media platform, focusing on significant sports events like university relay races and fostering deep collaborations with academic institutions. The campaign aims to create memorable physical interactions while synchronizing with local culture, showcasing Adidas's commitment to innovative advertising.

Campaign Diaries

No Brand Diaries found.

brand experience OOH sports sponsorship urban marketing

Sweden

Adidas Stock Plummets: Costly World Cup Campaign Reduced Profits

Brand: Adidas

Campaign: Backyard Legends

Source: https://www.resume.se/marknadsforing/kampanj/dyrkopt-vm-succe-for-adidas-aktien-rasar-efter-miljardsatsning/

Goal: To promote Adidas during the 2026 FIFA World Cup

Media: Television, Online

Summary: Adidas undertook a significant marketing campaign during the FIFA World Cup 2026, leveraging high-visibility sponsorship opportunities including official merchandise and the ad film 'Backyard Legends', which featured stars like Timothée Chalamet and Lionel Messi. Despite generating record sales, overwhelming marketing costs led to lower-than-expected profits, impacting stock prices negatively.

Campaign Diaries

No Brand Diaries found.

ad campaign FIFA World Cup sports marketing

Global

5 Lessons From the World Cup’s Best Marketing Plays—and Those That Missed the Mark

Brand: Adidas

Campaign: You Got This – Backyard Legends

Source: https://www.adweek.com/brand-marketing/5-lessons-from-the-world-cups-best-marketing-playsand-those-that-missed-the-mark/

Goal: Drive commercial success and product sales through strategic marketing.

Media: Film, retail pop-ups, app integration

Summary: Adidas effectively leveraged the 2026 FIFA World Cup through its 'You Got This' campaign, which included a long-term strategy with various product drops and retail experiences, resulting in significant sales and a growth in revenue. The campaign's success showcases the importance of proactive marketing leading up to major events.

Campaign Diaries

No Brand Diaries found.

brand engagement Marketing Strategy World Cup

Brand

Adidas Campaign: Go Beyond the Grey Source: https://www.media-marketing.com/vijesti/adidas-vraca-boje-na-sive-ulice/ Goal: To reintroduce the Adistar...