Print-Only Effort Supports Opening of 'Originals' Stores

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NEW YORK ( -- Adidas is going old school in a new campaign this month in a bid to relaunch a number of its shoe

Featuring 1970s images, one Adidas ad proclaims the new models of old styles to be 'From a time when your dad had thin soles and thick hair.'
models from as far back as the 1960s.

The ads, from Omnicom Group's TBWA/Chiat/Day, San Francisco, and Holland-based 180/ TBWA, are currently running in cutting-edge lifestyle magazines such as Paper, Nylon, Surface and others.

Gym school classics
The print-only campaign gives a snippet of history about individual Adidas designs, such as the 1960s gym-school classics the Rekord training shoe, or the once popular road rally boots from the seventies called the Driving collection. The Forum Mid, a basketball shoe introduced in the mid-'80s, is also being brought back.

The ads promoting the Driving collection and the Reckord designs were produced at 180 Amsterdam while the tennis collection and the forum mid ads were produced at TBWA/Chiat/Day.

The new print campaign comes just months after the company opened its first North American "Originals" store, retailing sneakers and retro clothing lines. The new store, which follows other openings in Berlin and Tokyo, is located in New York's Soho and opened in August 2002.

According to Taylor Nelson Sofres' CMR, the company spent $37 million on measured media in 2001 and $23 million between January and October 2002.

Director of sports marketing
Separately, Adidas America has named a new director of sports marketing. Kevin Wulff will oversee the firm's domestic sports marketing operations including Adidas' relationships with the New York Yankees, the National Basketball Association, Major League Baseball and the United States Olympic Committee.

Parent company, Adidas-Salomon is headquartered in Germany and houses sports brands such as TaylorMade, Bonfire and Mavic.

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