The footwear retailer launched an official soccer Tumblr blog in time for the 2012 UEFA European Championship, being played across Poland and the Ukraine starting today.
It plans to promote the site with paid placements in the Tumblr “Radar” slot on the user dashboard, which will continue to feature a continually rotating selection of Tumblr blogs picked by the editorial team, but now can be bought as an ad unit for an entire day as well.
Adidas will also promote the site on Tumblr’s “spotlight” page for sports blogs, where the ad runs three times wider than the teases for organic picks.
Tumblr’s first taker for its new ad products was luxury fashion retailer Bottega Veneta, which ran Radar and spotlight ads last week — which are marked with a dollar sign that looks like it’s exuding rays of light to differentiate it from organic content — but the Adidas campaign has a much bigger scope.
For the launch of its ad units, Tumblr was looking to work with brands that were already active on the platform and had a strong creative vision, according to Tumblr director of product Danielle Strle, who noted that Adidas already had a compelling presence on Tumblr with its fashion- and design oriented “Adidas Originals” blog.
(When he unveiled the ads at Ad Age’s Digital Conference in April, Tumblr founder David Karp placed particular emphasis on the importance of design, adding that “anyone interested in doing anything creative with us” should email him.)”We’ve been kind of selective as to who we’re engaging with for this opportunity right now,” Ms.
The new Adidas Football Tumblr blog has a Pinterest like aesthetic with an array of static images and animated GIFs.
A YouTube video embedded near the top features famous footballers from Leo Messi to Sandro to Xabi Alonso welcoming visitors to the account by saying “Tumblr” in their various accents.
The video was also being featured in the Radar spot yesterday, but Adidas intends to promote fresh content in the spot as Euro 2012 progresses, according to Ms.
“We anticipate that they’ll build a huge community of football fans in Tumblr.”.
Adidas’s global brand marketing director football, Tom Ramsden, described his vision for the Adidas Football blog in a statement: “We will use Tumblr to share unique content with fans; combining material from our vast footballing archive with fresh, new content produced in real time by a lineup of exciting, up and coming producers.
Katie Lennard is a fashion journalist based in Townsville, Australia. Katie has a passion for fashion stories and loves writing about fashion news and fashion opinions that matters most to its audience. Katie spends a lot of time discovering and researching latest fashion industry news stories in order to make sure the latest and greatest stories are brought to you first on Stylerchic.com.