Adidas says 'We'll compete again' in ode to shut-down sport
Spot by Iris points to hope for the future
Apr 29, 2020
Adidas offers sports fans some hope for the future in a poignant new campaign that reassures us "we'll compete again."
The spot, created by agency Iris using stock footage and existing campaign imagery, is narrated by New York rapper Princess Nokia. "We will run again...we will freeze in the stands again. And spring, and sweat and fly," she says as the scenes move from empty stadiums and locked playgrounds to memories of athletes competing. The spot takes in a whole range of sport, from basketball and rugby to yoga and surfing, and ends with the message that "when the time comes, we will be ready."
The ad is running across Adidas social channels and as part of the campaign, the brand has also created Instagram stickers, inviting people to post online about what activity or sport they’re looking forward to experiencing again.
The campaign comes as Adidas is being hit hard by the effects of the pandemic. It yesterday reported first quarter results that were worse than expected, revealing net profit down 97 percent with 70 percent of its stores closed worldwide. It said the outlook was so uncertain that it could not provide an earnings forecast for the full year.