Adidas springs another agency surprise by hiring Creature in London to handle European shoe launch

Not only that, the Adidas top brass in Germany chose Creature, the newish London offshoot of Creature in Seattle, against competition from two hot and established agencies, Bartle Bogle Hegarty and Mother.

Back in July 2010 Adidas surprised nearly everybody by hiring Montreal-based Sid Lee as its global AOR (with mixed results so far it has to be said). Now Creature, headed in London by former Mother creatives Ben Middleton, Ed Warren and Stuart Outhwaite (pictured), will handle the launch of a so-far unnamed new shoe which will initially only be available in Foot Locker stores.

Creature London’s clients include Sky Arts, Penguin books, the Science Museum and the British Horseracing Authority plus some Seattle business from the likes of Starbuck’s and Microsoft. The surprise appointment seem to be part of a trend that has recently seen big accounts go to low-profile shops, Nokia’s decision to appoint London shop Inferno being the most notable.

On the face it, it seems surprising that Adidas, bearing in mind the success deadly rival Nike has had through its long association with Wieden+Kennedy, has spurned the chance to work with an agency in the same league. But maybe appointing BBH or Mother would have led to trouble with Sid Lee as they are both agencies with global ambitions. And Wieden+Kennedy was a minnow once too of course, before Nike came on board.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.