Adidas Hires Creature of London for European Shoe Launch

Shop Bested Mother and BBH in Pitch

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Adidas has appointed Creature of London to handle the pan-European launch of a new athletic shoe in its Originals line of products.

The agency beat Bartle Bogle Hegarty and Mother to win the business after a pitch held at Adidas' headquarters near Nuremberg, Germany.

An Adidas spokesperson confirmed that Creature will launch the new sneaker in the first half of 2012. "Creature will bring to life the new launch with a TV, print, digital and out-of -home campaign," she said. The new shoe is exclusive to Foot Locker across Europe.

Creature of London was set up in 2010 as a satellite office of Creature in Seattle, handling clients including Microsoft, Starbucks and Hewlett Packard. In March 2011, Creature of London hired three senior creatives from Mother -- Ben Middleton, Ed Warren and Stuart Outhwaite -- and reinvented itself as a full agency in its own right. It is 50% owned by the partners in Seattle, and 50% by the four partners in London.

Since its launch, Creature of London has won business from Sky Arts, Penguin books, the Science Museum and the British Horseracing Authority, and continues to work on the clients it shares with the Seattle office.

Dan Shute, a partner at Creature , said, "As a creative agency we think you should never be bored, so we work on our own projects as well as working for clients." Such projects include a competition to design Britain's new 50 banknote, which culminated in a gallery show, and making honey from a hive on the roof of their East London office.

Canada-based Sid Lee remains Adidas' global agency of record, and that relationship isn't affected by Creature of London's appointment.

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