Sid Lee Wins Adidas Originals Account

Montreal Shop's Creative Duties Will Span Globe, Blend Disciplines

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NEW YORK (AdAge.com) -- Adidas has handed more work to Montreal shop Sid Lee, naming the shop global creative agency of record for the Adidas Originals streetwear brand after a review.

Sid Lee, which also has an office in Amsterdam, previously launched a campaign for the new Adidas Originals Denim by Diesel collection and created the atelier retail store concept in New York and Berlin.

Wide-ranging responsibilities
As global creative agency for the Adidas Originals brand, the agency will be tasked with handling a variety of marketing duties including advertising, branding, retail design, and experiential and interactive communications, as well as developing a global platform for Adidas Originals to be rolled out across the U.S., Europe and Asia, Sid Lee said in a statement.

Measured media spending for the line was unavailable on TNS Media Intelligence. Representatives for the incumbent agency handling the account, 180, did not immediately return calls.

'Post-advertising' outlook
"For the Adidas Originals brand we wanted to tap into Sid Lee's progressive approach that has taken integration to a new level by seamlessly managing all possible contact points with consumers," Hermann Deininger, chief marketing officer of Adidas Sport Style, said in a statement. "Sid Lee rejects boundaries between disciplines and assembles multi-disciplinary teams to a groundbreaking extent. This holistic approach is what we need in order to connect with consumers in the ever-evolving post-advertising marketplace."

Other Sid Lee accounts include Red Bull and MGM Mirage.
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