Adidas Originals presents the Star Wars Cantina 2010 : the most Original place to watch the 2010 FIFA World Cup

8
June 2010

Adidas Originals presents the Star Wars Cantina 2010 : the most Original place to watch the 2010 FIFA World Cup

The latest instalment of the 2010 Originals campaign, “The Street Where Originality Lives,” combines Star Wars, adidas and the world’s largest sporting event in a cinematic first that takes the 2010 FIFA World Cup™ to a whole new galaxy. The film is a creative re-edit of one of the most famous Star Wars movie scenes – the Mos Eisley Cantina on Tatooine – and features David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, Ian Brown, Ciara, Jay Baruchel, Daft Punk and DJ Neil Armstrong, not to mention Han Solo, Chewbacca, C-3P0 and Obi-Wan Kenobi. This unique film was created as a result of a close partnership with Lucasfilm Ltd.

“The theme of the 2010 Originals campaign is a neighborhood of originality,” explained Tom Ramsden, Global Director of Communications, adidas Originals. “It brings together all elements of adidas Originals and the diverse people who wear it – artists, athletes, musicians, skaters and so on all in one place, doing what they love to do. So when we thought about how to best present adidas’ partnerships with Star Wars and the 2010 FIFA World Cup™, we immediately thought of temporarily turning the Mos Eisley Cantina into a place to watch some football and invite some friends along. The result is a truly unique, original film.”

The campaign will launch on TV in UK and the US on June 12th, the full length 2 minute version will launch online exclusively on June 5th!

In early 2010 adidas Originals started collaboration with Lucasfilm Ltd. to promote co-branded footwear and apparel around the Star Wars franchise. For more information on adidas’ relationship with Star Wars or the 2010 FIFA World Cup™ please visit www. adidas.com