Adidas boosts Olympic sponsorship with Metro deal

Adidas, the official sportswear partner of London 2012, is coverwrapping the Metro newspaper for 17 consecutive days during the Olympics, its biggest-ever print campaign.

Adidas: launching its biggest-ever print campaign
Adidas: launching its biggest-ever print campaign

The £2 million deal will see 17 collectable covers featuring Team GB athletes that were produced by illustrators and artists.

Created by Sid Lee in association with The Church of London, each ad will showcase a Team GB athlete relevant to that day’s competition. Athletes to feature include Jessica Ennis, Sir Chris Hoy, Bradley Wiggins and Tom Daley.

Carat was responsible for the media buying.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).