Stunts & Snap Sharing Lead Adidas' #OpenAllWinter

Adidas launches its global #OpenAllWinter campaign, which is based around encouraging people to socially share their own winter action snapshots, with a stunning stunt by French paraglider Jean-Baptiste Chandelier.

The breathtaking jump forms the climax of the campaign’s spearhead TV spot which sees Adidas present its new Climaheat range of outdoor clothing and boots.

The initiative sees Adidas has partner with several of the world’s highest proile and most daring extreme snow and ice sports stars – including slackliner Hayley Ashburn and ice climber Junhee Han – who also feature in the creative.

The spread of stars reflects the objective of #openallwinter to revolve around different activities sports enthusiasts can do outside, from training to running and all kind of outdoor sports in snow and ice.

The brand’s Climaheat range includes a spread of winter products with ‘outstanding insulation properties’ to keep the wearer warm in extreme conditions.

The core of the campaign is a competition that invites athletes and brand fans to share their own winter snapshots on Instagram and Twitter.

To enter, consumers simply need to sign up on the Adidas campaign website at http://www.adidas.co.uk/openallwinter

Each week a prize is being awarded for the best photo and then of all the weekly winners one grand prize winner will be selected by an athlete jury for ‘a winter adventure of a lifetime (a Canadian road trip)’ for them and four friends.

This snapshot competition thread is highlighted in an extended version of the original spot.

‘With the #openallwinter campaign we want to encourage people to go out and have fun in winter, no matter what the conditions are like,’ explains Adidas Outdoor General Manager Rolf Reinschmidt.

‘Snow, ice and grim weather doesn’t mean staying at home, it’s about getting out, being active and enjoying nature.’

A further interesting element to the campaign sees adidas partner with Red Bull Media House on a content distribution deal as part of #OpenAllWinter’s media planning.

This marks the first time a campaign in which a third-party brand has natively advertised on Red Bull Media House’s own digital properties.

Red Bull Media House may have once been an own-brand content publisher that promotes its own ambassador athletes and musicians and its own brand events, but this adidas deal now sees it evolve into a content distributor for other brands too.

Yet another sign that activation needs to change and adapt as the world of traditional media and publishing continues to fragment and the lines between brands and media platforms further erode.

Comment

This Winter sees Jean-Baptiste Chandelier in big demand from advertisers as he also features in the current Volvo V60 Cross Country campaign ‘The Descent’ along with ultra runner Anton Krupicka, mountain biker Tom Oehler,

Adidas’ focus on image-led, consumer-creative social sharing is something of a tactical to Under Armour’s participatory and competitive ‘Winter Challenge’ and to Nike’s humour-led ‘Choose Your Winter’ work.

Let the sports brand 2014/15 Winter Marketing Games commence!

Links

Adidas #OpenAllWinter Website

www.adidas.com/openallwinter

Adidas Outdoor Website

http://adidas.com/go/outdoorYT

Adidas Outdoor Facebook

http://www.facebook.com/adidasoutdoor

Adidas Outdoor Instagram

http://www.instagram.com/adidasoutdoor

Adidas Outdoor Pinterest

http://www.pinterest.com/adidasoutdoor