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adidas: Tyson Gay

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	See full size 1191x842 px
Released:	July 2008
Advertiser:	ADIDAS
Agency:	180 AMSTERDAM
Country:	Netherlands
Category:	Clothing & footwear
Tags:	Prints Celebrity marketing Creative review Beijing Olympics 2008 Award show winner

Credits:

To celebrate the start of the 2008 Olympic Games adidas presents a global print campaign called ‘Gold is not a Given’ featuring Olympic favourites Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Jeremy Wariner, Yelena Isinbayeva and Haile Gebrselassie.

In February 2008, these six adidas athletes flew to Beijing – six months before the Olympic Games began.

Why?

Because as gold medal favorites they knew winning is never guaranteed. That’s why they were there in sub 0o temperatures training and familiarizing themselves with the host city. adidas and 180 Amsterdam went there to capture it. The results are iconic executions of the athletes in training.

Client: adidas International
Global Brand Communications Director: Kieran Riley
Global Brand Communications Manager: Karen Zuccala
Global Brand Communications: Claudia Ummenhofer

Agency: 180 Amsterdam (180\TBWA)
Creative Director: Dean Maryon, Paulo Martins, Carlos Furnari Business Director: Geoff Coyle
Account Manager: Caroline BrittPlanning Director
Planning Director: Andy Edwards
Business Affairs: Kindra Schoemaker

PRINT
Senior Print Producer: Marlon Lee
Executive Print Producer: David Corfield
Photographer: Gus Powell
Art Buyer: Kristina Florén
Photographer for Yelena Isinbayeva: Paulo Martins
Art Buyer for Yelena Isinbayeva: Maria Perez
Graphic Designer and Studio Artist: Emile Wilmar
Project Manager: Piers Bebbington
Production Company: 2D PRODUCTIONS

Athletes:
Tyson Gay
Allyson Felix
Veronica Campbell-Brown
Haile Gebrselassie
Jeremy Wariner
Yelena Isinbayeva