Athletes tell their story

With under a month to go to London 2012, sportswear brand adidas has unveiled its new marketing campaign featuring Team GB athletes.

By Fusion Lifestyle Reporter
July 3, 2012, 6:44 pm
Athletes tell their story

With under a month to go to London 2012, Official Sportswear Partner adidas has unveiled its new marketing campaign featuring Team GB athletes telling their personal story and journey to this summer’s Olympic Games. These new ads form part of the brand’s ‘Take the Stage’ campaign, premiered earlier this year.

As well as a 60 second TV spot featuring Jessica Ennis, Phillips Idowu, Louis Smith and Tom Daley, there is a 30 second TV commercial dedicated to each one of the athletes, in which they recount the highs and lows they’ve each faced pursuing their sporting dreams. Their faces will also be prominent around London as the new campaign adorns bus stops, London buses and big poster sites around town.

The 30 second TV commercials, not only show the personality and back story of each athlete, but also give you a real insight into their life, hopes and dreams.

Jessica Ennis describes the pressure as one of the nation’s ‘Golden Girls’. The story visits her home town of Sheffield, where viewers see the huge support for Jess, with a huge banner hanging out of a window claiming ‘The Only Way is Ennis’. It looks back at the heartache she faced when a bone fracture meant she missed competing at the Games in 2008 and how, to take gold at London 2012, she has to prove she’s made of steel if she is to take the crown.

Phillips Idowu talks about growing up in Hackney, the impact of the local community and how he will look give back to them by aiming for gold as he takes the stage in the triple jump. It references that people know him for his style, pointing towards his infamous change of hair colour, but it is about substance over style and this time round he won’t be leaving anything for chance as he aims to take the gold.

Louis Smith tells his back story of how he was regarded as an underdog back at the Beijing 2008 Olympic Games, yet came away with a medal. He talks about how pressure only makes him more determined. With a confident swagger, he knows he has the moves required and that he is gunning for success at London 2012. He is here to cause an upset as he gears up to take the pressure.  

Tom Daley’s story talks about his coming of age. No longer is he the 14 year old teenager that competed in Beijing. He has grown up and has had to learn a few hard lessons along the way. The ad points towards his fan base - Daley’s Angels and his desire to give the nation something to cheer about, as he prepares totake the respect.

To view the ads and for more information please visit www.adidas.com/all2012 @adidasUK.

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