Adidas & Robbie in Oz – Let me entertain you

January 4, 2007 at 3:06 am 2 comments


Angela (MindShare Melbourne) writes:

Robbie Williams: showman and consummate entertainer. At his recent Close Encounters tour in Australia the British icon did more than sell music and his sexy bad-boy image to 490,000 animated fans. He sold us Adidas.

The branded content was a perfect extension of his Adidas association with the ‘Rudebox’ album. Custom made Adidas tracksuits were shaking the stage and the three stripes and originals logos intertwined with Robbie screen visuals.   I left the concert with 3 thoughts. 1/ who’s the lucky girl tonight? 2/ where do I get a Robbie’s original RPW adidas hoodie?  3/ how many millions did adidas pay to secure the concert deal? I have the answers to all 3, but my lips are sealed on #1!!  

According to official Adidas reports, it was Robbie Williams who approached them to investigate the possibility of custom-made tracksuits for the cover of his ‘Rudebox’ album to compliment a line in his song –  “A.D.I.D.A.S. Old school ‘cos it’s the best”.

The company was “happy to enter into this project” . 300 super-limited edition tracksuits went on sale exclusively at 10 Adidas Originals stores across the globe in October. Hong Kong was the only Asia Pacific store to receive any.   There’s no mention of a monetary exchange, and Robbie is not listed as having as a sponsorship partner with the sports brand.  

This relationship is a brand’s ultimate dream – A global star who wears his philanthropic heart and beloved three stripes on his sleeve.  Robbie, you can entertain me with Adidas anytime! 

Entry filed under: australia, content, hong kong, music.

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2 Comments Add your own

  • 1. Marcella Dalenogari  |  January 16, 2007 at 3:33 am

    Loved Angela’s comments re: the Robbie & Adidas partnership…. The “perfect” way to incorporate a brand with such a successful product…

    Smartest of all is Robbie who refers to Adidas in he’s music and then ends up with a deal like this – he’s the total package: entertainer and business man

  • 2. Donnie Blair  |  April 18, 2008 at 2:50 am

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