Adidas Wraps Metro For Games Entirety
adidas, Official Sportswear Partner of London 2012, today unveiled their biggest ever print campaign that will see them working with the Metro, cover wrapping the newspaper for 17 consecutive days during the Olympic Games.
The exclusive, multimillion pound partnership features 17 collectable covers featuring Team GB athletes as depicted by acclaimed illustrators and artists.
The campaign is designed to communicate adidas’ ‘Take the Stage’ brand message to millions of commuters as well as the global visitors to London every day including the weekends where Metro will print on a Saturday and Sunday for the first time ever.
Each Metro cover will showcase a Team GB athlete relevant to that day’s competition.
Day one starts with multi-athlete cover featuring some of Team GB’s biggest names.
From day two, will feature individual portraits of the athletes right the way through until the closing ceremony 17 days later.
adidas has created prints of each cover and 800 Londoners will be able to trade in their copy of Metro for one of these limited edition prints.
adidas UK marketing director Nick Craggs said: ‘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. 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.’
Managing director at Metro, Linda Grant added: ‘This has been an exciting and truly collaborative partnership, which we know our readers will absolutely love. It’s been great working so closely with adidas across the Olympics; carefully planning and co-creating this exceptional stand out campaign.’
‘This campaign is a great example of how Metro can create innovative, integrated solutions whether it’s across print, mobile, digital or experiential. We’re actively looking to push boundaries and offer our urbanites more, which this bold, engaging campaign definitely succeeds in delivering.’
