Champs Sports and adidas Originals Bring Tumblr To Life For New adicolor Collection Campaign

  Champs Sports and adidas Originals Bring Tumblr To Life For New adicolor
  Collection Campaign

 Damian Lillard, Iman Shumpert and Von Miller show off latest adicolor styles
                                   for 2013

Business Wire

BRADENTON, Fla. -- March 15, 2013

Champs Sports and adidas Originals are launching the latest adicolor
Collection with a first-of-its-kind, Tumblr-inspired advertising campaign
featuring three of the hottest tastemakers in professional sports. A 30-second
television commercial starring Damian Lillard of the Portland Trail Blazers,
Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos
premiered Thursday, Mar. 14 during the TNT broadcast of the Knicks vs. Blazers
NBA game.

The 30-second broadcast spot brings to life the mixed media found on the
typical high-school teen’s Tumblr feed, including photos, video, illustration
and games, hitting on all of the cultural touch points that matter to guys --
sports, entertainment, fashion, music and women. The commercial presents
splashes of hues from the adicolor Collection, set to the beat of
up-and-coming hip-hop production duo TNGHT’s “Higher Ground,” which serves as
the bass-heavy background track. The disruptive creative was conceived to turn
the attention of multimedia-tasking teens to TV, then back online where they
can view alternate versions of the commercial.

Champs Sports-adicolor campaign ads started airing on network and cable TV on
Mar. 14, while digital media placements will appear on the sites of key sports
and lifestyle media partners beginning Mar. 20. Fifteen- and 60-second
versions of the commercial will appear online and on broadcast, and three
separate 15-second spots will feature each athlete individually.

"The adicolor Collection, available at Champs Sports, is all about building
your game with the freshest footwear and apparel from adidas,” said Frank
Bracken, vice president of marketing, Champs Sports. “The guy who buys gear at
Champs gets his style cues from the athletes he respects and the media he
consumes. That’s what drove the strategy behind our new Tumblr-style creative.
It’s a visual and sonic sugar rush that represents three professional athletes
who have just as much game off the court as they do on it.”

Since its launch in February 2007, the Tumblr microblogging platform has been
used to start more than 97.7 million blogs featuring more than 44.6 billion
posts. Designed to make sharing content a seamless process, more than 58.1
million unique monthly visitors rely on Tumblr sites for news, video, photos
and inspiration. Males 18-to-24 years of age are among the most indexed groups
to visit Tumblr sites, according to comScore.

adicolor is a collection of adidas Original's iconic footwear and apparel
styles featuring a wide assortment of core basics and seasonal colors. Champs
Sports is the lead retail partner for adicolor in the U.S. The campaign was
produced by Portland-based creative agency Kamp Grizzly.

"We are excited to showcase three of our premier athletes and their off court
style in the latest adicolor campaign with Champs Sports," said Kelly
Olmstead, director brand marketing, adidas Sport Style. "Athletes choose their
gear just as thoughtfully off the court as they do on the court. In this spot,
were able shoe how adicolor allows for each athletes' originality and style to
come through.”

View the full adicolor Collection at  and the campaign
spot  at

About adidas Originals
adidas Originals is the iconic sportswear brand for the street, born in sport
heritage but living in contemporary lifestyles. Symbolized by the Trefoil,
adidas Originals is bringing heritage styles of the adidas history back to
life. Its biggest strength is the ability to be a relevant part of people's
lives - in whatever lifestyle they have.

About Champs Sports
Champs Sports is one of the largest mall-based specialty athletic footwear and
apparel retailers in North America. Its product categories include athletic
footwear, apparel and accessories, and a focused assortment of equipment. This
combination allows Champs Sports to differentiate itself from other mall-based
stores by presenting complete product assortments in a select number of
sporting activities. Its more than 540 stores are located throughout the
United States, Puerto Rico and Canada.

Photos/Multimedia Gallery Available:



Fast Horse for Champs Sports
Dave Fransen, 612-360-8824
Andrew Miller, 612-819-7000
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