To reconnect with youth and consolidate its brand story, adidas launched the ALL IN campaign with web films, the most suitable medium to reach and inspire global youth.

With the new Civilization track from Justice, director Romain Gavras gathered Derrick Rose, B.o.B, Katy Perry, Messi, Beckham and many more, to capture the passion these stars put into their game. The ALL IN rationale was twofold. First, adidas is the only brand whose breadth and depth lives across sports, street and style. Second, no matter your interest, when you love what you do, you put all your heart into it.

Early March and simultaneously on:YouTubeFacebookTVIn storeEvents

The campaign was a success since March 16th represented the highest single peak in adidas mentions ever recorded. 14,000 mentions on blogs, Twitter, forums, news sites and YouTube. It was also the first time that adidas received more mentions than Nike. From pre-launch to 1-month post launch, the brand had already captured approximately 2.48 million new fans on the Facebook pages.