Adidas are unveiling the new Adipure trainer, utilising the services of Michael Cammalleri, in 30 second TV/Digtial advertising spots this month across Canada. The first notice of this partnership into the public domain, was through Cammalleri’s twitter account at the start of this month.
Cammalleri is known for being one of the hardest working players in the gym, both during, and out of the season. This image is already being used in an endorsement deal that he has with BioSteel, and was featured in the NHL’s “Questions Will Become Answers” campaign that ran before the 2010-11 NHL season.
It is important to note that Adidas, do not have to venture into becoming a hockey brand, they already have enough of the market covered by their subsidiary Reebok, and through them CCM. They are using Cammalleri’s name to push through their new strength and conditioning campaign, in which, the Adipure trainer is a main feature. He may not be the biggest name out there, but with the biggest stars in the NHL tied up in big contracts with other manufacturers, I personally feel that Cammalleri is one of, if not the, guy for the job. He brings a passion to working out and an attitude that strives for the best, which was seen by Adidas.
"We're excited to have Mike Cammalleri on our team because of his passion and commitment to training for his sport," said Jeff Cooper, Director, Marketing Communications for adidas Canada. "To compete at the highest level, you have to make each workout count. No matter what your sport may be, the adipure Trainer will help you prepare and ultimately perform better." -from marketwire press release
The TV spot starring Cammalleri was released in Canada during CBC’s Hockey Night in Canada broadcast on 4th February.
This product is forecast to become a hit with athletes and fitness fanatics, even though there have been substitutes out there for a few years. This national campaign from the second biggest sporting brand worldwide, looks set to highlight the benefit of this product and attempt to the Adipure, and related strength and conditioning items, flying off the shelves.
The Adipure trainer is available in Canada at Sportchek for $99.99
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