adidas football +10 It’s all about teamwork !

Friday 09 December, 2005

+10 adidas

It’s all about teamwork

Michael Ballack +10

+10 adidas

It’s all about teamwork

adidas kicks off its biggest ever global football marketing campaign! The campaign celebrates “team spirit” and features some of the world’s most celebrated football stars such as Michael Ballack, David Beckham, Raúl Gonzales, Kaká, Alessandro Nesta, Juan Román Riquelme and Zinédine Zidane. The first ‘+10’ campaign burst launches globally at www.adidas.com/football at 10:10 CET and also includes print, outdoor and mobile marketing elements with some spectacular urban architecture. The ‘+10’ campaign is developed by adidas’ global advertising agency independent 180 Amsterdam, part of the 180\TBWA alliance.

‘+10’
'+10’ is about any player and his team. The campaign celebrates what the individual can do for the team and what the team can do for the individual stars. Only when individuals work together within, and for, the team will they be able to achieve impossible results. This was best demonstrated by the Greek victory in the UEFA Euro 2004™ where a strong team effort accomplished the impossible.
The creative
The campaign combines striking images of black and white portraits with national colours and features over 25 players, such as Kaká from Brazil, England's David Beckham, Argentinean Riquelme, France's Zinédine Zidane, Raúl from Spain, and Michael Ballack from the host nation, Germany. The executions will be displayed in a significant outdoor campaign that includes giant poster sites throughout the world featuring local players, for instance with a 60 metre high billboard showing the German football hero, Ballack, close to the central station in Hamburg. It also features multiple nationality executions, showcasing the depth of adidas football.

David Backham +10

„+10“

Celebrating the team and passion for sports:

Erich Stamminger, member of the Executive Board of adidas–Salomon AG responsible for Global Marketing, emphasizes: “+10 captures the incredible fascination for football that is shared by billions of athletes and fans around the world: It is about the team and about the enormous excitement and passion everybody around the globe will feel once the 2006 FIFA World Cup kicks off.“

“This is the kick-off for the greatest marketing effort adidas has ever made globally. We are thrilled to share our passion as the world’s leading football brand in the run-up to the 2006 FIFA World Cup. This campaign will continue to drive our momentum with consumers around the world and will further strengthen our leadership position,“ says Uli Becker, Head of Global Communications at adidas.

“Football is something you have to do together, nothing is more important than the team. Individual brilliance only works with a strong team around you, with people who are ready to fight, win and celebrate together,” says Real Madrid striker Raúl Gonzales Blanco. “What is the first thing I do after I score a goal? I look for my team-mates, to share our emotions, to share what we have achieved together. The team is all that matters!”