Kournikova does a Monroe for Adidas

by Jennifer Whitehead,, Brand Republic 12-Mar-02, 16:15

LONDON - Adidas has unveiled its latest advertising campaign, staring David Beckham, Anna Kournikova and Australian swimmer Ian Thorpe, in promotion of its ClimaCool shoes.

The ads are the first to be made since Adidas announced that it had awarded its £70m advertising account to 180 and TBWA\ in January, dumping Leagas Delaney after eight years.

Three spots have been created for the new shoes, each featuring one of the athletes and all based around the concept "feel the breeze". In the Kournikova ad, called "kiss", she recreates the famous scene from 'The Seven Year Itch', where Marilyn Monroe's dress billows up.

David Beckham's spot, called "raft", shows snowflakes being blown through the summer sky, as Beckham climbs into a convertible. The Ian Thorpe ad is called "glider" and shows Thorpe stage-diving at a party, but being caught by a passing breeze.

The ads, created by 180, break in the UK on March 14 and will be shown globally. They were directed by Walter Stern, who has also worked on music videos for acts such as Prodigy and Massive Attack.

Adidas says that the ClimaCool range keep feet 20% drier and cooler than other shoes through a ventilation system. It is also introducing a ClimaCool sockliner.

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