Adidas hunts experiential shop for London 2012

Adidas is seeking an experiential agency to leverage its domestic tier-one sponsorship of the London 2012 Olympic Games.

The brand, which became an official partner of the Games last month (Marketing, 19 September), will retain its incumbent marketing services and media agencies. Its creative account is held by 180 Amsterdam, while Carat handles its media.

Under the partnership, which is worth up to £100m to London 2012, Adidas will produce both branded and unbranded apparel for spectators and volunteers.

Adidas has supported the tie-up through its brand ambassadors, men's world 100m champion Tyson Gay and women's world 200m champion Allyson Felix, as well as press ads that continue the 'Impossible is nothing' campaign theme.

The brand has launched an online campaign that urges sports enthusiasts to upload videos showing what they will be doing when the Olympics arrive in the capital.

The sportswear manufacturer became London 2012's third tier-one domestic partner following the signings of financial services brand Lloyds TSB and utilities giant EDF Energy.

Adidas has been an official sponsor of the British Olympic Association since 1984 and the British Paralympic Association since 1996.

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