Adidas backs 'equipment' brand with global campaign

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HERZOGENAURACH--'adidas makes you better' is the concept of the German sports marketer's global campaign to highlight its Equipment footwear and apparel brand.

Created by Amsterdam-based agency 180, the TV commercials are a humorous take on the idea that adidas products not only make you a better athlete, they also make you a better person. Sports personalities featured in the spots include Russian tennis player Anna Kournikova, world-champion sprinter Ato Boldon, New Zealand All Black rugby player Jonah Lomu and British soccer star David Beckham.

The first ad to air features Ms. Kournikova at a Coney Island amusement park in New York. She wins a stuffed bear in an arcade game and then gives it away to kids who were previously cheated by the game's owner.

The second ad stars Mr. Boldon chasing down and catching a moped-riding thief who had stolen a TV from an apartment. Mr. Boldon then returns the TV to its owner.

Mr. Lomu appears in the third ad, addressing the need for improving the relationship between humans and other species when he rescues a stranded fish by returning it to the sea.

Rounding up the campaign is Mr. Beckham in Manchester, inspiring people to keep their city clean, disposing of rubbish by kicking the trash across the street and into the proper receptacle.

Print ads will accompany the TV spots. The commercials retain the adidas "Forever Sport" tagline.

Copyright February 2000, Crain Communications Inc.

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