Friday, March 25, 2011

Notre Dame Is All In With Adidas

The partnership between Adidas and Notre Dame began in 1997-1998 at a time when the athletic supplier provided footwear for all Notre Dame teams and additional apparel for other Irish teams.

Ever since the initial agreement the two powerful athletic brands have formed a powerful bond, one which was furthered in 2004-2005 with a 10-year extension to their mutual contract. In a deal worth excess of $60MM, the extension forged a relationship Adidas supplying all Irish sports teams with adidas footwear and apparel through 2013-2014.

Late last season came the introduction of techfit jerseys, which Mark Daniels, Director of Football and Team Sports for Adidas, said "will make old jerseys obsolete." At a weight 30% lighter than standard football jerseys, Daniels also had this to add:
Adidas is changing the game with this revolutionary jersey construction and compression fit because we know the right gear can make a difference during a split second play. Less material and a tighter fit means the jersey is harder to grab and you can’t tackle what you can’t grab. College football is more competitive than ever before and teams need every advantage they can get on the field.
The jerseys were debuted against Western Michigan for the Fighting Irish and experienced continued use throughout some of the remaining games. Promotional ads were released for each of the participating schools, which included Cincinnati, Louisville, Michigan, Texas A&M, Tennessee, and UCLA. Here is a look at Notre Dame's video:

In continuation of their partnership together, Adidas recently launched a new "All In" campaign featuring, among others, the Notre Dame Football Team. Others included in the advertisements include Katy Perry, B.O.B, Dwight Howard, Derek Rose, and Eric Berry.

Below is the :60 version of the new campaign though 2:00 and :30 versions can be found as well. As a whole, the campaign plays off of the notion of competitive spirit while adding a modern twist. Even if you aren't an Irish fan you have to admit that this is a really well done ad in terms of editing and content alike.

Go Irish!

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