ADIDAS SUPERSTAR

To help adidas capitalize on their brand image, long-standing history within the footwear industry, and the success of the adidas Superstar footwear collection, Complex Media created a fully integrated marketing program which included a custom in-book unit, Complex created “webisodes,” premiere online sponsorship, social networking and a premium branded content section.

On behalf of the Adidas Superstar collection, Complex created a 16-page custom insert which profiled some of the hottest up-and-coming “superstars” from different creative fields. Complex utilized our relationships within the industry and went directly to each of their environments to lend authentic and credible messaging to the unit.

As a part of the interactive component, Complex created a custom adidas Superstar premium branded content site which was dedicated to showcasing the history of the Superstar footwear brand.

In addition, Complex executed a RON campaign driving consumers to the videos and to Footlocker.com to purchase. The banners had a .19% CTR.

Another digital extension of the adidas superstar program supported the adidas social networking site on facebook.com.
The content featured on the adidas social networking site facebook.com/adidasoriginals is COMPLEX CREATED. The site launched in April '08 and currently has 2 Million+ fans.

The Adidas Superstar program has received numerous trade and consumer press impressions - from a full-page feature in Media Industry Newsletter, coverage in Media Post, all the way to a feature on E! TV's the Daily 10.

Coming of the success of the spring adidas Superstar program, Complex worked with adidas to develop a truly one-of-a-kind campaign the “adidas House Party”.
To help adidas celebrate its 60th birthday, Complex created a dynamic, multi-platform program that included custom print, digital and broadcast.

Complex created a 12-page custom insert for the Dec/Jan 2009 issue which profiled some of the hottest celebrities from music to sports to lifestyle in the "adidas house party" setting.

Complex created a custom clickable wallpaper and RON campaign to coincided with the campaign. The takeover units generate a 2.1% CTR and the RON banners performed at a .11% CTR. All the banners drove consumers back to Footlocker.com to convert sales.

Another digital extension of the adidas House Party program supported the adidas social networking site on facebook.com.

The content featured on the adidas social networking site facebook.com/adidasoriginals is COMPLEX CREATED. The site launched in April '08 and currently has 2 Million+ fans.

The Adidas House Party program has received numerous trade and consumer press impressions: Ad Age, Mediaweek, Adweek, Reuters, Marketwatch.com, Mediabistro.com, Portland Tribune,AOL Video,Biz.yahoo.com, Nicekicks.com, Current.com, Creativereview.co.uk, Solecollector.com, brandsbandsfans.com, hiphopress.com, Allhiphop.com, Adverbox.com.