Trends & Features

adidas unveils biggest ever print campaign during Olympics

adidas is to cover wrap the Metro newspaper with Team GB athletes for 17 consecutive days during the Olympics.

The brand’s biggest ever print campaign will be seen by Metro readers in London and commuters from 50 UK cities.

The newspaper claims to have a daily circulation of 1.3 million.

Produced by a celebrated artist or illustrator, each cover will showcase a Team GB athlete relevant to that day’s competition, including Jessica Ennis, Sir Chris Hoy, Bradley Wiggins, Tom Daley, Phillips Idowu and Aaron Ramsey.

“As a brand we’ve been involved in the Olympics Games for over 80 years, but for us being the sponsor of Team GB and on home soil, that’s something really special – and we wanted something truly standout to mark this,” says adidas UK marketing director Nick Craggs.

“A consecutive cover wrap of this scale has never been done before and demonstrates our commitment to driving stand out as a partner of London 2012.”

Metro editor Kenny Campbell added: “This campaign will, of course, engage with the millions of people travelling to the Olympics, for whom Metro will be their big media hit of the day.

“Crucially, it will also work with all the other commuters, who are too slow to get a copy of Metro, but will still see the fantastic imagery adidas is using in this campaign.

“Metro is the most popular free newspaper in the world and for the Olympics will be publishing seven days a week.

“Thanks to this partnership with adidas, we will now have a fantastic newspaper with iconic and collectible cover posters for the Games’ duration.

“Both adidas and Metro are extremely proud to have made this partnership work for what are the most significant Olympic Games most of us will experience.”

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