Adidas unveiled a video under the “adidas is all in” global campaign, promoting a new tagline “all originals represent”, and announcing the beginning of a new 360° campaign that will launch later this summer.

The new campaign, produced by Sid Lee digital agency from Montreal, will invite people from around the world to participate in local events that will challenge them to represent their passions and crews. The consumer generated content will then be revealed on a dedicated website, which will start off at the end of August. A voting competition for favorite crews will be organized on the website, while the campaign will be promoted through television, cinema, retail, digital and print media.

Hermann Deininger, CMO at Adidas, commented on the new campaign:

“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them.”

The video that announced the start of the campaign features Nicki Minaj, this year’s most valuable player in the NBA Derrick Rose, fashion designer Jeremy Scott, Korean pop band 2NE1, and others, representing their crews in major cities around the world. The background music is a song called “Masquerade”, which Nicki Minaj wrote specially for this occasion. The spot was directed by world renowned producer Melina Matsoukas. Take a look below:

The new tagline sounds really promising. Hopefully, the rest of the campaign will be great as well. Let’s wait a couple more weeks, and see. Meanwhile, take a look at the latest commercials Nicki Minaj did for Pepsi.