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.