Missy Elliott for
Adidas Originals

Adidas named Montreal-based Sid Lee its global creative agency of record for the Adidas Originals label.

Adidas Originals is a contemporary interpretation of the Adidas parent. It bears affiliations with celebrities like Missy Elliott and high-end street brands like Diesel. Much of its brand work is internet-focused: via Facebook, blog seeding and online video.

Sid Lee shall be responsible for retail design, experiential and interactive work, and positioning the Adidas Original brand across the US, Europe and Asia, reports Advertising Age.

The agency previously launched campaigns for Adidas Originals Denim by Diesel. It also built atelier retail stores in New York and Berlin. Other Sid Lee clients include MGM Mirage and Red Bull.