Blue Source, the design consultancy, has won a place on Adidas's European roster, beating Leagas Delaney in a pitch to create a campaign to run in the style press.
The agency pitched for the business late last year, and was briefed by Adidas's head of global brand concept and advertising, Neil Simpson, to come up with ways to put the brand in front of 'more discerning' consumers.
Simpson said: 'It is a completely new visualisation of the Adidas brand values. We're using design technology as a communication tool for a style-orientated target group whose benchmark is relevance and credibility.'
Blue Source's creative director, Leigh Marling, said the first three executions, to be published in magazines such as i-D, Dazed and Confused and The Face, played on the technological design of trainers. Eight different ads will appear during the spring.
Marling said: 'We were added to the roster to communicate the brand through the style press to opinion formers and style setters.' He would not comment on how much the account was worth.
Blue Source's appointment sees another chunk of Adidas business taken away from Leagas Delaney, formerly Adidas's sole agency. It has shared the account with the Dutch hotshop 180 for the past three years.
The artists involved in Blue Source's work include the photographer James Dimmock and the illustrator Kam Tang. This campaign was written by Marling and art directed by Mark Tappin.