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adidas Wins Big at Middle East Sports Industry Awards 2013

SPIA 2013

Dubai, UAE, April 15 2013: Sports giant adidas garnered top honors at the inaugural Middle East Sports Industry Awards 2013 (SPIA), winning Gold in the Best Sport Brand category and Silver in the Best Sport Marketing Campaign category for its revolutionary ‘Unleash Deadly’ campaign. The awards ceremony – which took place at Dubai’s One & Only Royal Mirage on 27 March – aims to recognize outstanding contributions to the MENA’s thriving sports industry.

April 17, 2013 8:28 by



Dubai, UAE, April 15 2013: Sports giant adidas garnered top honors at the inaugural Middle East Sports Industry Awards 2013 (SPIA), winning Gold in the Best Sport Brand category and Silver in the Best Sport Marketing Campaign category for its revolutionary ‘Unleash Deadly’ campaign. The awards ceremony – which took place at Dubai’s One & Only Royal Mirage on 27 March – aims to recognize outstanding contributions to the MENA’s thriving sports industry.

adidas’ unyielding commitment to product innovation – demonstrated through the brand’s extensive and unique product portfolio – coupled with its highly creative and effective execution of marketing strategies is what set it starkly apart as a top sport brand in a market replete with competition.

Developed in collaboration with leading media agency Starcom MediaVest Group (SMG), the SPIA-winning ‘Unleash Deadly’ campaign is a prime example of this vision; geared towards young Arab football aficionados, the cross-media initiative was designed to mark the launch of adidas’ most innovative boot ever – ‘Predator Lethal Zones’ – during the UEFA Euro 2012. The groundbreaking football boot features five, super-light (SL) rubber and memory foam 3-D zones.

In line with this, SMG – in partnership with adidas – orchestrated an ultra-creative media strategy entitled ‘Every Touch Counts’ and which leverages the five Lethal Zones using world-renowned football stars such as Xavi. The campaign – which also won Silver at the Effies MENA 2012 – was then brought to life via various media platforms, including digital, print and radio channels.

“It is an honor to have received such prestigious awards at the Middle East’s first-ever Sports Industry Awards 2013,” said Jad Chouman, adidas Brand Director MENA. “Winning in both the Best Sport Brand and Best Sport Marketing Campaign categories is further testament to our proven dedication to excellence as well as our exceptional expertise in high impact and cutting-edge creative content. We are especially delighted to have been recognized for our integrated adidas ‘Unleash Deadly’ campaign, which further showcases the performance brand’s innovation capabilities and marketing prowess. Lastly, we would like to thank everyone involved for their contribution to this truly breakthrough initiative.”

Indeed, adidas Middle East’s big wins at the 2013 SPIA cap off an incredible couple of years for the brand and its media agency, SMG. In 2011, at the Effies MENA, the brand won Bronze in the Sport Marketing category for its adidas F50 ‘Need for Speed’ campaign. That same year, at the MENA Cristal 2011, the adidas All In ‘Mashup’ campaign was also recognized in the Best Youth Marketing category.

adidas Middle East and SMG also kicked off 2013 in full force, winning Gold at the Dubai Lynx 2013 – the Middle East’s leading awards festival for creative excellence in advertising and media. The award was obtained for the adidas F50 ‘World’s Fastest Running Movies’ campaign in Best Use of TV within the Media category.

In effect, SMG was the only agency to win Gold in the Best Use of Broadcast media category at the Dubai Lynx 2013.

“We are thrilled to have received such industry recognition for our work with one of the world’s most innovative sports brands, adidas,” said Pauline Rady, Associate Media Director atSMG. “These awards further validateSMG’s reputation for partnership and the remarkable quality, creativity and uncompromising dedication of our people. It is precisely this pioneering leadership vision that serves as a catalyst to our success.”



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