Track and Field goes Digital with adidas SUPER 7 Campaign Herzogenaurach – August 7, 2009 - This summer adidas presents the SUPER 7 digital campaign - the first time that seven of adidas’ greatest track and field athletes star together, showcasing both their talents and personalities in this unique campaign. The featured athletes are Tyson Gay, Jeremy Wariner, Blanka Vlasic, Haile Gebrselassie, Christine Ohuruogu, Allyson Felix and Veronica Campbell-Brown who together become more than individuals, they become a force of nature. They are the SUPER 7. Written and directed by creative team Lee Ford and Daniel Brooks for adidas’ digital agency RIOT (180\TBWA\Critical Mass), the campaign consists of one film starring all 7 and one individual film for each athlete, which contextualizes a particular insight or element of their athletic achievements in a factual and insightful way. Each film is treated with a slightly different style which symbolises the very different characters and sporting techniques of each athlete. “The idea behind the campaign was to capture what makes each of these athletes so unique and to share these insights with sports fans around the world,” said Tara Moss, Head of Digital Marketing for adidas. “This was an extraordinary opportunity for us to highlight some of the most talented runners in athletics leading up to both the IAAF World Championships and the 2009 Berlin Marathon.” In Haile’s film, for example, the insight was that in the 2000 Sydney Olympics he ran the final 200m of the 10,000m in a time very close to Tyson Gay’s 200m times. The film begins with an unidentified runner limbering up in the blocks next to Tyson, before cutting to Haile mischievously grinning at him. They both explode out of the blocks and sprint the 200 neck and neck. This is the first time the two athletic legends have run together - and also the first time that Haile began a race from starting blocks. “What keeps me going?” says Haile Gebrselassie, “Even if you’re tired, the mind doesn’t accept the body – because the mind is the boss of the body.” The campaign was shot over two days on location in Los Angeles. The directors Lee and Dan had only an hour or two with each athlete, so getting the right shot in an unbelievably fast turnaround situation was essential. “By relating basic facts to more tangible examples we aimed to present them in a compelling and entertaining way.” says Nathan Cooper, Executive Creative at RIOT. “The films deliver on this with an energy and freshness that sums up each athletes personality and their relationship with the adidas brand.” The films will be used as content for the adidas Running website (www.adidas.com/running) and adidas’ own media channel adidas.tv (www.adidas.tv) In addition, the films will be seeded on relevant blogs during the run-up to the 12th IAAF World Championships in Athletics, August 15 – 23 in Berlin. **** For more information about adidas please visit www.press.adidas.com or contact: Linda Murphy Evan Wiener Global PR Manager Global PR Manager +49 160 8842651 +49 160 884 6644 [email protected] [email protected] About RIOT: RIOT is a market-shaped digital solution created for adidas. It is a collective group of agencies (180, TBWA and Critical Mass) that believe that progressive work is created by combining talent with a common passion and drive to deliver progressive results. About 180: 180 (www.180LA.com) and (www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 200+ people from over 32 countries. 180’s client roster includes adidas, Sony Consumer Electronics USA, Sony Corporation, Bombay Sapphire, Boost Mobile, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich, Seventh Generation and Omega Watches. Facts about Super 7 Films: Super 7 Haile, Tyson, Jeremy, Veronica, Christine, Allyson and Blanka are multiple Olympic and World Champion gold medalists. Together they are the SUPER 7. Tyson Tyson Gay is one of the fastest men on the planet. An extraordinary fact you may not know however is the number of breaths he takes over 100 metres. Allyson At five-foot-six Olympic gold medallist Allyson Felix doesn’t appear to be the natural choice as a sprinter. Until you see the length of one of her strides. Veronica Veronica is one of the fastest women on the planet. But what does that mean in the real world. Think of a bowling ball flying down the alley. She’s faster. Jeremy When sprinting around bends, grip is everything. Jeremy Wariner developed asymmetric spikes with adidas to ensure he corners faster than the rest. Haile In Sydney 2000, Haile Gebrselassie ran the last 200 meters of the 10,000 meters in a time comparable to Tyson’s 200m sprint times. He won Olympic gold. Again. Blanka At 1.93m Blanka Vlasic is as tall as many NBA basketball players. The really amazing bit though, is that means she can also jump over many of the players in the NBA. Christine The 400m is the most strategic of all sprint events. Christine Ohuruogu is one Olympic Gold medallist runner who uses her brain as well as her body. .