|
At a media briefing this afternoon Adidas Asia Pacific CEO Christophe
Bezu said that the launch was a part of the Vision Asia plan. "This
plan involves us becoming the number one sports brand in the region
by the 2008 Beijing Olympics. We are seeing a 27 per cent revenue
growth in Asia. Our new campaign 'Impossible Is
Nothing' is an attitude without boundaries. Sports persons do not
believe in the word impossible and we at Adidas never will.
"The inclusion of Sachin in our global campaign stems from
his calibre as a global athlete and his potential to become an Adidas
global ambassador."
Adidas India MD Andrea Gellner said, "We chose the cricket
platform as we need to be easily understood. With this brand campaign
Sachin joins sporting icons like Mohammed Ali, Ian Thorpe, David
Beckham who have all been used abroad for the campaign.
"Our Master Blaster series is second to none when it comes
to functionality and durability. The Master Blaster series is our
first shoe that we have completely developed in India and will be
sold in
countries that play cricket."
Tendulkar added, "Growing up as a youngster Adidas was
a brand to aspire for. Becoming a part of the campaign that embodies
the spirit behind sporting legends like Mohammed Ali is an honour
and a dream come true. I had discussions with the Adidas team in
terms of the kind of shoes that are comfortable in different conditions
whether one is playing in England or in Australia. The
comfort level was of paramount importance and the product has crossed
my expectations.
"I also strongly believe in the Impossible is Nothing statement.
You try and achieve goals that initially look unattainable. When
that is done you set higher standards. That has been the story of
my life and, therefore, the brand is an excellent fit."
Besides Tendulkar, Adidas' other cricket brand ambassadors are
Virendra Sehwag, Ashish Nehra and Zaheer Khan. Sehwag said, "
Being an Adidas brand ambassador is more than just an opportunity
to be associated with a global sports brand that represents
passion and innovation. This is the only brand that involves players
in active product development to help create sports equipment which
will enhance performance."
While it has not done anything in India regarding the Athens Olympics,
Gellner added that Adidas had done heavy media buys in television
channels abroad for the Athens Olympics. The messages will fuse
the ideas of 'Olympic Excellence' which the brand stands for along
with 'Nothing is Impossible'.
One of the ads shows athlete Jesse Owens achieving the seemingly
impossible by winning Gold in Munich in 1936. Adidas supplies equipment
to many of the athletes taking part in the Games. It is also an
official supplier to the IOC. So the event, which kicks off tomorrow,
represents a huge cachet for it.
|
