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Nicki Minaj Represents for adidas

Sid Lee whips up a global brand campaign with director Melina Matsoukas

Nicki Minaj Represents for adidas


adidas Originals has unveiled the latest chapter of the “adidas is all in” brand campaign, featuring brand ambassadors like Nicki Minaj, hip hop artist Big Sean, Korean pop artist 2NE1, NBA’s Player Derrick Rose, and fashion’s wild child Jeremy Scott. 
The brand campaign is led by the film “all originals represent” and features action on sidewalks across the globe, showing the creative spirit from New York to Tokyo and from Paris to Rio de Janeiro. “all originals represent” invites consumers worldwide to head to and represent what they are all about, whether as individuals or as part of a bigger whole – their crew. 
The commercial features Nicki Minaj’s song “Masquerade” that she wrote particularly for the hero brand film “all originals represent”. The director of the spot is the highly acclaimed filmmaker Melina Matsoukas, who has worked with some of the biggest names in the music and lifestyle industry in the recent past.
The 360° campaign will come to life through various channels, including television, cinema, digital, retail and print. In addition, it will be activated worldwide through local events challenging consumers to go all in and represent their crews and passions. All consumer content created in the challenge will be presented at This platform will launch later in August, and everyone will have the opportunity to vote for their favourite crew or talent in their country.
“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” comments Hermann Deininger, CMO of the adidas brand.
 Montreal-based agency Sid Lee created and produced the brand campaign that will run in key markets across the globe in the course of the third quarter. Sid Lee also took charge of last year’s debut of the “adidas is all in” campaign as well as this year’s continuation in March 2012 with CLIMACOOL® and adidas Running.
"all Originals represent" launches in the US in August 1st, and will continue to roll out globally throughout August and September 2012. Consumers can submit content at and take part in continuous challenges throughout 2012 to become the most original crew worldwide.
View the film here:
Creative Agency: Sid Lee
Production Agency: Jimmy
Post-Production: The Cutting Room/ Jimmy Globale
Production House: Pretty Bird
Director: Melina Matsoukas
DP: Frederik Jacobi
Grading: Company 3 (L.A.)
Editors: Chuck Willis/ Merritt Duff/ Jimmy
Sound Design and Mix: Machine Head/Boogie Studio
Music: Nicki Minaj, Masquerade
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