For the first time in 60 years adidas will fund a global mass marketing campaign to promote their Originals fashion brand. The Originals currently accounts for 20% of Adidas sales and in the collection are evergreens such as the classic Stan Smith tennis shoe. The campaign will involve the same old, same old celebrity endorsements but in the form of a party, Adidas Originals 2009 Street Party with gliterati from sports and music including:David Beckham, Missy Elliott , Kevin Garnett, Ilie Năstase, Kimora Simmons, Katy Perry and Mark Gonzales and Russell Simmons all present.
Street artists, skateboarders, performers and athletes got together for a night of dancing, art, gaming, swimming and connecting together as the Adidas Originals of the moment. The global campaign is a bid to secure a bigger share of the sports apparel and footwear market which is estimated to be worth $70.2 billion (U.S.). Fashion is considered to be $45 billion with $25.2 billion for performance products. Growth of both categories is flat in the current economy.