Leagas Delaney has unveiled a worldwide television and print campaign
for Adidas to run initially in the US and continental Europe before
coming to the UK next year.
The press work for the ‘feet you wear’ campaign centres on five sports
personalities and a volleyball team, and shows each of them in action.
The stars featured include Keyshawn Jackson, an American football
player; Marcelo Rios, a tennis player; and Usc Munster, a women’s
Each execution comprises a sepia picture of a sports star superimposed
over a photo of his or her foot. The copy explains how Adidas took its
inspiration for the design of its shoes from the feet of each person.
The endline on each ad uses the individual star’s name, for example:
‘Jackson’s feet work. We copied them. Feet you wear.’
Photography was by Peggy Sirota and the typographer was Graham Wood. The
ads were written by Tim Delaney and Jean Rhode and art directed by
The TV work is filmed in the same style. The spots feature four of the
athletes from the press work. As they move, we are shown how their feet
are moving at the same time. The endline is: ‘The foot works. We copied
it. Feet you wear.’
Like the press ads, the TV work was written by Delaney and art directed
by Eakins. The director was Daniel Barber through Rose Hackney Barber.
The campaign will come to the UK next spring.
Media buying in most of Europe is through Initiative Media, although
Leagas Delaney handles the account on a full-service basis in the UK.
Paul Tredwell, the Adidas board account director at Leagas Delaney, said
the fact that the featured athletes were little-known in the UK would
not be a problem. ‘The target market will know who they are,’ he said.