Hunt for Kiwi crews to battle for street style supremacy

Media Alert

“all originals represent”
adidas on the hunt for Kiwi crews to battle for street style supremacy

Auckland, August 7, 2012 – adidas Originals today launched the search for one Kiwi crew to feature in the ultimate self-expression of street-inspired style – the adidas All Originals Represent global campaign.

The search is open to crews from all over the country, from skate, graffiti art, music, fashion, bmx or fixie – anything goes. A national showdown will reveal the ultimate winning crew in Auckland in late August.

adidas retailers will put forward crews to represent their store with finalist crews representing what they are all about, as individuals and as part of a bigger whole – their crew, at the adidas All Originals Represent event in Auckland on Friday 31 August, hosted by superstar Kiwi MC David Dallas.

The winning crew will walk away with $5,000 adidas gear, and become the face of the adidas Originals New Zealand advertising campaign. The winning crew will also represent New Zealand on the adidas All Originals Represent global social media platforms.

“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” said Nadia Scott, Marketing Manager adidas New Zealand.

Participating retail stores:
• adidas – Auckland, Wellington and Christchurch
• Arcade – Auckland
• Area 51 – Auckland and Wellington
• Embassy – Christchurch
• Loaded – Auckland
• Qubic – Auckland
• Quest – Dunedin and Queenstown
• Red Rat – North Island
• The Good Room – Tauranga

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About the campaign:
The newest chapter of the “adidas is all in” brand campaign featuring brand ambassadors such as international superstar Nicki Minaj and hip hop artist Big Sean, Korean pop phenomenon 2NE1, the NBA’s Most Valuable Player Derrick Rose, and fashion’s wild child Jeremy Scott. “all originals represent” inspires and invites consumers worldwide to go all in at http://www.adidas.com/originals .

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